Campaign
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Entertainment
Hungary’s longest-running and market-leading student employment cooperative. Since 1983, it has been offering students relevant job opportunities and providing companies with young, driven, and enthusiastic talent.
ValMar is one of the most successful Hungarian pop duos of recent years. Winners of a Fonogram Award, their hits consistently break viewership records with „Úristen” ranking among the most-streamed Hungarian songs of all time. They’re known for sold-out shows, millions of YouTube views, strong brand value, and nationwide recognition. Both members are prominent figures in mainstream media.
Meló-Diák aimed to engage the 18–24 age group not through direct recruitment, but by showing up in environments where connection happens through experience in ways that align with the brand. The goal was to capture young people’s attention on a visually strong, trend-aware platform, while also boosting brand awareness and driving database growth.
The solution was a multi-phase, two-year music-focused campaign series built around a strategic collaboration with ValMar. The campaign leveraged the duo’s strong brand recognition, loyal fan base, and distinctive visual identity. Digital activations were paired with in-person experiences, turning awareness into real engagement among the young target audience.
The campaigns generated nearly 20 million aggregated impressions. Meló-Diák’s Instagram following grew by 2,700 across two waves, with reach increasing by 429% and profile searches skyrocketing by 17,900%. The brand successfully infused its existing awareness with fresh energy — deepening its connection with the 18–24 age group in a modern and authentic way.
