The creative solution was to project forward and have an informed, but entertaining “guesstimate” of the jobs that the new digital economy will provide. It was called “The jobs of 5 minutes into the future”.

Would you fancy training to be a Drone Flight Controller?

Campaign consisted of video content which highlighted possible future jobs, optimized and crafted to deliver in different social channels. Supported by static assets, canvas, carousels and Instagram Stories, each featuring future and existing jobs from the Future Jobs Finder, prioritizing key owned touchpoints such as LinkedIn, Facebook, and a dedicated website.

Paid media support focused on key youth touchpoints across the multiple markets; Facebook’s native targeting enabled us to specifically target audiences, and through a mixture of Carousel and video formats, users engaged with multiple messages to both educate and drive traffic to the app.

Targeted YouTube and Twitter activity expanded the reach and frequency further, with format selections focused on traffic driving, maintaining a frequency cap of 5 impressions per user per week and supported with retargeting.

The campaign spanned 15 markets across various regions and generated around 322 million impressions and over 4.8 million clicks. With driving click through being the key KPI for this campaign, overall we generated a global average CTR of 1.49%, over two times the benchmark set of 0.61%. Key markets driving this exceedingly high CTR were Germany, India and Turkey. All markets were live across Facebook, with some markets implementing local paid media support to increase volume.

Vodafone generated 3,192 Youth Campaign related mentions across social channels and the campaign proportionately contained far greater positive sentiment (91%) than within overall Vodafone conversations (64%), gaining over 600 news articles.