Perception Campaign:
There’s more to motor
INSTITUTE OF THE MOTOR INDUSTRY
We were approached by our client (one of the UK’s largest automotive industry bodies) to produce a campaign that tackled outdated perceptions of automotive and encouraged recruitment within the sector. In answer to the brief, we developed a digital campaign that worked across VOD, YouTube, Meta, Rezonance and Digital Display, driving traffic to a custom landing page that linked to IMI partner recruitment sites.
Objectives
Our campaign prompted individuals to consider a career within automotive through highly engaging creative that debunked several myths about automotive. Our most valuable conversion goal was to get users clicking through to partner sites where they could browse and apply for jobs.
Insight
Through our insight work we knew that it wasn’t that the job market was static. People were actively looking for new roles – and were open to changing sectors. The problem was that they were discounting automotive. The need to address the misconceptions that were acting as barrier to people applying to available roles, and targeting seasonal traffic peaks in job searches became the basis of our communications platform.
Solution
We formulated our creative response into three tiers:
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- Entice and Excite: Long-format, skippable ads that allowed the messaging to breathe and resonate with our audience.
- Educate and Convert: Once we had people’s interest, we could be more specific in our messaging and showcase the variety of job roles available.
- Engage: Using real voices from within the industry as case studies, and replaying earlier messaging back to our audience, we gave them the confidence to take the next step and click through to our partner sites.
Results
Looking at overall campaign performance there have been over 30k conversions in total. Of the conversions there were over 2,000 clicks taking users directly through to partner sites from paid ads. We were seen over 4m times online, with over 300k full video views. Over 70k people chose to click through, for an average cost per click of £0.39. The cost per click ranged from as low as £0.27 to almost £3, depending on the channel. This gave us great insight into where we were best placed for quality traffic at the right price point for our audience.
