„START ORANGE“ is an invitation to take a special path: Young people are encouraged to start a technical apprenticeship with the employer in Vorarlberg, where they can fully develop their enthusiasm for technology.
At the same time, recruiting qualified apprentices has become increasingly difficult in recent years. The goal of the digital campaign with netzeffekt was to attract applicants for the approximately 100 apprenticeship positions by using new advertising materials tailored to the niche audience segment, meticulous targeting and the selection of the relevant channels.
For this purpose, based on the concept idea of the lead agency, a creative strategy and subsequently a digital media strategy for recruiting apprentices aged 14 and older at the Vorarlberg location was developed.
Played out cross-medially – from social media to digital out-of-home – the campaign addresses a „funnel of interest & conversion“ that enables Blum to pre-select students for whom an apprenticeship at Blum is actually a possibility.
The basis for the creative concept was a key visual provided by Blum’s partner „Lighthouse“, which shows the transformation from student to apprentice.
This idea was taken up by netzeffekt and expanded with new ideas. The focus was the conception of a transformation video in two versions tailored to the channels utilized. The moving image content, visualized in a storyboard, was finally produced on site at Blum with the support of netzeffekt.
At the same time, media planning was developed with precise targeting and channel selection. The campaign was roughly divided into two phases.
An initial awareness phase with broader targeting and push measures – for example with digital-out-of-home campaigns at train stations – and a second optimization phase with more specific targeting.
The secret of the campaign’s success was a collaborative creative strategy and continuous channel and target group optimization.
Online channels behave very differently depending on the KPIs, especially in the case of niche target groups. Typical B2B channels such as LinkedIn sometimes perform worse than traditional social media platforms such as Meta (Facebook, Instagram) or are significantly more expensive. GDN makes a valuable contribution to lead generation as an awareness channel. Courage in the channel mix enables many learnings about target group behavior as a basis for budget and creative optimization.
Especially niche target groups can blend their private and business communication on different platforms. The analysis of user behavior as the basis of media planning is therefore an essential component of digital campaign performance.
Addressing a niche audience does not only mean narrow targeting. The granular targeting possibilities of online channels are sometimes not (or no longer) available or are very expensive (e.g. Linkedin). Mixing narrow with broader targeting is therefore worthwhile. netzeffekt was able to achieve good performance values addressing parents.
In cooperation with netzeffekt we have spiced up our communication line regarding the apprenticeship at Blum with creative ideas and implemented it successfully. In this way, we have managed to ensure consistent communication on all channels for "Apprenticeship at Blum". This has also been reflected positively in the feedback from our target group. The cooperation with netzeffekt was and is very good and uncomplicated, which also makes short-term adjustments possible.Janine Blum, Communications Project Manager Training, BLUM