TikTok engagement

Bringing Civil Engineering to the Next Generation

Civil engineering has an image problem with Gen Z. ICE came to us to fix that — a TikTok campaign to drive traffic to a new careers site showcasing the breadth of the profession.

We built it around three relatable characters, each showing a different pathway in — because the best way to prove young people belong is to show them someone like them already there. From that, two fast-paced, story-led TikToks, crafted to feel native to the platform, not like an ad interrupting it.

The result: over 9 million impressions and genuine engagement from the exact audience ICE needed to reach.