Campaign
Why Choose Occupational Therapy?
CLIENT
National Board for Certification in Occupational Therapy (NBCOT)
OVERVIEW
To generate awareness and consideration of careers in Occupational Therapy, the campaign targeted high school and college students—particularly those exploring healthcare and related professions. A secondary audience included teachers and guidance counselors who influence students’ career decisions.
Strategy
The strategy blended broad awareness with high-intent traffic-driving tactics, using a mix of social, video, display, search and influencers partnerships.
GOAL
Messaging was tailored to highlight OT as a meaningful, impactful, and accessible career path. Platform selection aligned with media consumption habits of Gen Z and educators, maximizing relevance and engagement.
Results
TikTok performance was exceptional with a CTR of 1.12% (38% above benchmark).
