Two months into their campaign BT were finding it challenging to get Gen Z to attend their apprenticeship workshops. These career workshops were part of BT’s 2019/20 apprenticeship recruitment drive and were designed to create meaningful and inspiring conversations around their apprentice programme. They approached us two weeks before their campaign was due to end with an ambitious target of getting 60 young people to attend their career workshops. Apprentices would be rewarded for attendance with a concert by grime artists not3s and JayKae
We quickly got to work and delivered a three phase social media and influencer campaign. Through our approach we; developed on the ground awareness of the workshops amongst 16-18 year olds, which drove unique excitement, interest and conversation around the workshops. We then developed deep and meaningful engagement with Gen Z which leveraged influencers young people were connected to. This created an opportunity for BT to strategically position themselves as an appealing employer amongst Gen Z. We also invited 20 influencers to attend the sessions alongside the audience, building trust and supporting BT in embedding their EVP with the audience.
The campaign was a success, in less than 2 weeks we drove 200+ sign ups and 71 event attendees.
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