Helping a graduate employer stand out from the crowd.

CLIENT

Network Rail

PROJECT

Graduate Spring Campaign

DETAILS

We developed and delivered a fully integrated communications campaign to make students at Britain’s top universities aware of and positive about the graduate employment opportunities at Network Rail.

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The entire campaign was aligned to the Generation Z audience; the messaging, the media, and perhaps most importantly, the offer – a drone. We built the campaign around a simple to enter competition to win a prize that was highly desirable to the target audience.

Using Facebook, we were able to clearly define the target audience, ensuring we reached as many students at the target institutions as possible - driving them to enter the competition via a dedicated landing page.

A hive of on campus activity, such as posters, flyers and student brand ambassadors, also drove students to enter the competition.

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Facebook is predominantly a mobile platform, so the competition entry form was optimised for a mobile experience. The entry form pulled information from Facebook – meaning entry forms were quicker to complete, increasing conversion rates.

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1,300+ competition entries acquired over a two-week period.

Over 172,000 people at 27 universities were served the adverts at least three times through Facebook.

Maintained position in The Times Top 100 graduate employers listing.

Work