The Drum’s Social Buzz Awards celebrate and reward the very best in social media communications in the UK and give recognition to those who are using social media to communicate in new and innovative ways, so we are very excited.
Jobsite: The Advantage, a winner at this year’s Shorty Awards, is a great example of an organisation changing its focus from reach to relevance by putting an end to TV advertising and investing in a new digital and editorial strategy to start a more meaningful conversation with a core audience of professionals and millennials.
The Advantage, a campaign to win the ultimate job interview package, launched with a video spoof of the hit BBC show The Apprentice, playfully highlighting Jobsite’s brand proposition of Real Jobs for Real People. The video received more than 740,000 views and the competition had 11,000 entrants.
To drive entries and to continue the momentum of the campaign, Jobsite joined pop culture conversations on social media, connecting with the audience via hijacks of real-world events through Facebook and Twitter. One such example was the firing of Piers Morgan by CNN, which received more than 12,000 retweets in one day.
Speaking about the campaign’s success, Jobsite’s Marketing Director Sophie Relf said:
“Jobsite: The Advantage built credibility with our target professional audience, raising consideration of use. Search volumes for Jobsite grew by 173% (Jan 2013 v Jan 2014) while spend was reduced by 516%. Our share of careers social media mentions hiked to 55% in Jan from 21% in Dec 2013 and we acquired 11,000 new registrants as a result of the campaign. On every measure, this was a resounding success.”
Jobsite: The Advantage competition trailer
Fellow Social Buzz nominees include OMD UK, Paddy Power, We Are Social, 1000heads, BuzzFeed, M&C Saatchi and Jam. The winners will be revealed at the annual awards ceremony at the Marriott Grosvenor Square on 27 November.
Keep your fingers, and toes, crossed for us.
Director of Social