CASE STUDY: Target Jobs Drive Traffic Through Brand Ambassadors
Provided by BAM
Target Jobs increase awareness amongst students across the UK whilst significantly boosting student sign-ups
What was the Challenge / Background of the Campaign?
The key challenge with this campaign was to initially identify the most appropriate locations and channels to achieve the clients objectives and gain the best results. Alongside this the campaign was to run across multiple locations and days which needed to be staffed with individuals who would be suited to the tasks.
What was the Campaign Objective?
For graduate recruitment specialists, Target Jobs, their main objective was to raise awareness of their brand amongst UK students studying in Higher Education. Accompanying this objective they also wanted to run a focused data capture campaign.
What was the Solution?
A brand ambassador programme alongside some experiential campaign on-campus was chosen as the most effective way of meeting Target Jobs' objectives. We utilised a team of dedicated Brand Ambassadors to actively engage with students on campus. Ambassadors were located across 10 key UK universities for three days,engaging with students whilst educating them about Target Jobs and initiating sign ups.
What were the Results?
Overall the campaign was achieved over 30,000 student engagements across the UK. Over 2,500 students signed up directly to the Target Jobs website. Brand Ambassadors were able to speak directly to students on campus, providing them with the helpful information that they were craving. By encouraging students to sign up to the website the ambassadors successfully facilitated the data capture targets that Target Jobs were looking for.
What were the Key Learnings of this Campaign?
Our campaigns have proved time again that brand ambassadors and experiential marketing are a fantastic way of targeting the student market, Target Jobs' campaign was another success story. In addition to taking the brand on campus, the use of brand ambassadors was a great way to encourage students to interact with the brand. Young people often feel more comfortable and subsequently engage more with their peers.