BACK
IFF / ISIPCA Recruitment Campaign
Education / Specialized Professional Training
Employee Storytelling
Brand Systems
Client
ISIPCA in partnership with IFF
Timeline
2024–2025
Services
Storytelling Systems
Challenge
A rare program. A specific talent pool. A story static materials could not fully carry.
ISIPCA is a premier French school for post-graduate studies in perfume, cosmetics products, and food flavor formulation. Through its partnership with IFF, the school recruits candidates with an unusually specific mix of strengths: scientific and chemical aptitude, strong creative instincts, and an acute sense of smell and taste.
The challenge was not simply to generate awareness. Prospective students needed to understand what made the program distinctive, what the experience actually felt like, and why ISIPCA was the right place to pursue such a specialized craft.
Fluence helped translate that opportunity into video-led recruiting content built around authentic student experience, emotionally resonant creative themes, and platform-ready campaign assets designed to compete in the higher-education recruitment landscape.
ISIPCA and IFF were recruiting for a specialized educational path that sits at the intersection of science, creativity, craft, and sensory discipline. The right candidates needed to see more than program facts. They needed to understand the atmosphere, rigor, aspiration, and future opportunity of the experience.
Traditional admissions and recruiting materials could explain the offering, but they could not fully convey what it felt like to belong inside the program. For a highly specific global talent pool, that gap mattered. If the experience did not feel real, differentiated, and emotionally compelling, the campaign risked attracting broad interest without the right candidate fit.
Strategic Insight
For specialized recruiting, the audience needs to see themselves in the experience before they can imagine the future it creates.
Fluence framed the work as a recruiting translation challenge. Rather than promoting the institution in generic terms, the campaign needed to make the school feel like a living environment where a rare skillset could be discovered, developed, and directed toward a future career.
The creative direction centered on authentic student experience and evocative campaign themes, helping prospective students move from abstract interest to a clearer emotional and professional understanding of what the program offered.
What We Created
What Fluence created.
Fluence developed video-based recruiting creative for the 2025 campaign, supporting multiple campaign themes that could be deployed, measured, refined, and improved as part of a longer-running recruitment system.
Recruitment creative grounded in real experience, helping prospective students understand the culture, craft, and emotional pull of the program.
Campaign video executions designed for Meta advertising, including “Scent. Future.”, “Art and Science”, and “In Tune.”
Messaging and creative direction built to reach candidates with the right blend of scientific aptitude, sensory ability, creativity, and professional ambition.
A multi-year creative relationship that allowed Fluence and the client team to refine campaign materials over time rather than rebuild from scratch each cycle.
Video creative prepared for digital distribution, helping the campaign compete for attention across social and recruitment channels.
Ongoing support that helped IFF improve and streamline the creative and advertising materials behind the recruiting effort.
RESULTS + SIGNALS
What success looked like.
The campaign turned a highly specialized recruiting story into measurable audience action, reaching prospective students at scale while maintaining unusually efficient engagement across the campaign period.
Clicks
The campaign generated 1,408,716 clicks, showing strong response from a highly specific prospective student audience.
Impressions
The campaign delivered 8,283,979 impressions, giving ISIPCA and IFF broad visibility in a competitive recruitment environment.
Average CTR / CPC
The campaign achieved a 17.86% average click-through rate at an average cost per click of $0.0025.
WHAT THIS PROVES
Employee Storytelling
Brand Systems
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