The aim of this campaign was to play on people's natural nostalgia and encourage them to give some advice to their younger selves just starting out in the world of work. The purpose of doing so was to make them think back to the challenges they faced when first starting out, and justapose this with the difficulties of young unemployed people today in need of their first step into work.
The campaign was also set to coincide with the launch of a new guide from UKCES - "Not Just Making Tea" - which gives some practical ways employers can get involved in giving young people experience of work. The campaign was therefore also a useful vehicle to promote the launch of this guide.
The campaign was also set to coincide with the launch of a new guide from UKCES - "Not Just Making Tea" - which gives some practical ways employers can get involved in giving young people experience of work. The campaign was therefore also a useful vehicle to promote the launch of this guide.
Headline stats:
- over 3 million impacts on Twitter and a reach of over 700,000
- 100 new Twitter followers
- 113 pieces of advice
- 324 downloads of the Not Just Making Tea guide in the first week of its launch
The campaign ran from the 18th to 24th February. Taking memes as an inspiration, the aim was to make this campaign as interactive as possible while still remaining in control of the overall narrative. To do so, our creative agency developed a series of InDesign backgrounds into which I could drop text.
I then asked UKCES twitter followers questions like "What advice would you give to your younger self?" or "What's the one thing you wished you'd known when you were just starting out in work?" When I received responses, I could design their advice using one of the backgrounds, and then tweet the image back to them. This "reward" encouraged further retweeting and interaction with the campaign, as well as making it very visual and thus attention grabbing on Twitter
Supporting this were two blogs - one from McDonald's Chief People Officer David Fairhurst, and one internal blog summing up the responses. I also collated all the designed images in a pinterest board, thus providing extra content and a visually appealing summary of the campaign.
