In 2018, WISE Employment was facing industry-wide changes that removed the government as their main source of leads. They needed to establish new digital acquisition channels fast.
Employment companies spoke to job seekers with disabilities like one big homogenous group, rather than treating them like individuals.
We saw there was a huge opportunity to speak to people, rather than the category. So we created a full-scale targeted digital campaign that did just that.
SPEAKING TO THE PERSON NOT THE CATEGORY
Before we could advertise to our audience, we had to learn from them directly. We started by conducting a performance analysis and running collaborative team workshops with actual jobseekers.
This gave us a bank of key messages tailored for specific audiences that we combined with information about when and where was best to speak to them. From there we launched a full-scale digital campaign across social, search, PPC and SEO.
We spoke directly to job seekers’ pain points and aspirations, using highly personalised targeting. As per usual, our relentless test-and-learn allowed us to constantly improve the campaign while it was in market.
The results were pretty staggering. We increased leads by 42% and reached WISE’s annual acquisition goal in just four months. No wonder we won Campaign of the Year at the 2019 AMI National Awards.
- Campaign Strategy
- Campaign Execution
- Digital Marketing
- Google Grants
- Creative & video production
- Digital Sales Training