Because Estácio, the biggest private university in Brazil, analysed 20 years of tests from Enem, the National High School Exam, to predict the themes and topics that would became 2021 questions. We found the most likely topics in biology, chemistry and all other fields of knowledge that appear on the exam. And, through machine learning, we clustered thousand of mentions on Twitter about doubts related to ENEM. Finding the most relevant topics for high schoolers to create a prep course unlike anything they've ever seen: on Fortnite.

In Brazil, every student must go through an exam at the end of high school. It's the Enem. The National High School Exam. An exam that evaluates all acquired knowledge during this period and whose grade serves as the basis for approval for scholarships and funding at all universities of the country. For Estácio, Brazil's biggest private university, the Enem period is essential to start relationships with its future students. Which all depend on the grade they get on the exam to get scholarships and funding. And it's a tough time to get any attention from these teenagers. They must study non-stop, and the exam is always on the back of their heads. That's why Estácio objectives were to break the clutter and introduce the brand in an meaningful way. Offering support to the community that was about to take the Enem while presenting the innovation that characterizes the university.

We found out that the outbursts about the difficulty in studying during the beginning of Covid-19 rose in 102% compared to the previous period. Difficulty on focusing, boredom, lack of motivation and lack of interest were common conversation topics among teenagers on social networks. As the Enem got closer, Estácio wanted to introduce itself as helpful brand to them, so it was necessary to create an innovative idea that would be both useful and groundbreaking to them. So it gathered data from over 20 years of tests to predict the 2021 exam. We found the most likely topics on exact and human sciences, biology, chemistry and all fields of knowledge that surround the Enem test. Through machine learning, we clustered thousand of mentions on Twitter about doubts related to ENEM. Crossing this data we created a prep course in a classroom that wouldn't let anyone get bored: the videogame.

We gathered questions from the latest 20 ENEM tests and also an Historical Data on Brandwatch that uses systematic sampling to collect a statistically accurate sample that represented the full conversation of over 800K social mentions on Twitter about studying for ENEM. To understand such a high volume of mentions, we used a topic modelling with the latest machine learning technology for text and modeled the topics of those thousand of mentions, automatically clustering the main doubts related to tests that was relevant to bring into our videogame prep course. And to find what was the most appropriate game to host it, we needed to know what kind of fun our target liked. Using Google Insights Finder we saw that 78% of our audience (people interested in ENEM) were gamers interested on Fortnite, a massive and widely spread game in Brazil.

We started by analyzing the themes and subjects that have most been in the last ENEM exams and then we crossed with textual data from social media, which was collected via Brandwatch. We configured a fine-tuning of a pre-trained model in Portuguese obtained via the Hugging Faces library and used this topic model approach to create classes for a categorization stage in various subjects that could be questioned in the ENEM exam. After having it classified, we invited High-School Professors and Education Consultors to help us to build the puzzles and questions to be inputted into the game – what really worked, as we did match few questions that were in fact in the 2021 exam.

Estácio's map on Fortnite premiered two weeks before the Enem, enhancing the studying experience for high schoolers and helping them to relief the stress around the approaching exam. The game prep course proved to be a valuable asset, since many of the topics it anticipated indeed appeared on the test. Including a question on the game map that showed up exactly the same on the actual 2021 Enem. On the exam week Estácio made it to YouTube's Gaming Top 10, reaching 2 million minutes watched, taking the brand to an unprecedented place right in the most important recruitment moment. The behaviour change on the students were evident, since Estácio saw a record increase of 92% of new students from Enem. A expressive business impact reaching 44 million people and Fortnite became the media channel responsible for the most leads in the entire semester for the brand.