TikTok

Institute of Civil Engineering

ICE wanted to reach engineering students in a way that felt native to how they actually consume content, not repurposed LinkedIn posts or traditional membership advertising. TikTok was the right platform but required a fundamentally different creative approach: punchy, direct, and built around the things students actually care about.

I developed a three-part campaign around Connect, Reinforce and Become, framing ICE membership as a practical
tool for student life rather than a professional obligation. The work was designed to feel like content, not advertising. The results backed it up: over 1 million impressions and a peak click-through rate of 4.18%.