Making microelectronics a must-consider career for teens aged 15 to 18.

The client

Élexpertise is the sector workforce committee for Quebec's electrical and electronics industry. With the microelectronics industry booming (a field that powers future-facing sectors such as artificial intelligence, electric vehicles, robotics and aerospace), the organization's mission is to promote these stimulating careers. With more than 100 companies and 8,300 jobs in the province, Élexpertise aims to attract a new generation of talent to support the growth of this key technology market.

The mandate

Élexpertise entrusted us with promoting the microelectronics sector and its careers to young people aged 15 to 18, a hard-to-reach audience on a subject seen as dry. We built the complete strategy: measurable objectives, target personas, communication approach and budget allocation. On the execution side, we produced short videos and ran them as ads on Meta, TikTok and YouTube, supported by a dedicated landing page and four original content posts per month. A/B testing and a monthly performance report guided ongoing adjustments.

The challenge

Promoting the microelectronics sector and its careers to teens aged 15 to 18, a hard-to-reach audience on a subject seen as dry.