XeriusBecoming independent with Xerius
The question.
How can we encourage students to become entrepreneurs?
With videos on their favourite channel, in their own language, based on their favourite trends.
The video series highlights Xerius as the partner for students to become self-employed. Xerius wants to showcase itself as the partner for students who want to become entrepreneurs, promoting the ‘student-zelfstandige-statuut’.
The challenge.
The challenge is twofold.
Entrepreneurship is more popular than ever. But: there are barriers! Like the red tape, the difficult to understand rules around VAT and the different types of taxes ...
Besides, reaching Gen Z is no piece of cake. Companies today have a lot of trouble with it. It is a ‘new’ generation, and with a new generation comes a new way of communicating.
The solution.
Xerius launched a light-hearted TikTok series to educate students about becoming independent. The authentic, unpolished, humorous videos appeal to Gen Z. By reaching them on their favourite channel and letting Gen Z themselves do the talking, we made the content more relevant. We collaborated with Matthias, a young freelancer and content creator. His questions about becoming independent were also relevant to students. We used these questions in our videos to generate attention and awareness for Xerius.
Results.
The results show nice organic impressions. For instance, from January to March, the videos together generated around 28,000 organic views. The Xerius brand tracker increased from 24% at the end of 2023 to 38% at the beginning of 2024 after launching the broad awareness campaign, of which the TikTok videos were an important part.
Xerius’ thoughts...
“Our briefing was minimal to give the content creators maximum freedom. I just gave the message: if you want to start as self-employed or student self-employed, Xerius is your Partner. And we achieved great results. This cooperation leaves us wanting more.”
Bruno Van de moortel - Head of Media, Marketing & Communications at Xerius
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