Had you considered the construction professions before embarking on your career? It is not always innate to know which way to go and there are many sectors that are still too little known. Construction jobs are one of them.
In 2022, the Quebec Council of Employers (CPQ) wanted to remedy this issue by promoting the various trades in this sector.
The CPQ contacted Made in to support it in the deployment of its communications strategy for young Quebecers aged 15 to 24 with three main objectives:
– Notoriety : Get to know the different professions in the construction industry
– Consideration : Encourage young Quebecers to take an interest in these trades
– Engagement : Arouse passions for these extraordinary and multifaceted professions.
The influencer campaign revolved around the slogan “Do you have a hidden talent? Make it your job, find your site.”
Given the core target and the messages to convey, it is only on TikTok that the campaign was imagined. Nothing is better than this platform and its video format to develop on a serious subject while keeping a real authenticity in tone!
In line with our recommendation, our teams recruited 5 influencers under the age of 25, often students themselves, to address their audience. In order to widely disseminate the campaign’s messages, and reach teenagers and young adults from various backgrounds, we have selected TOP Quebec influencers (between 75k and 239k followers).
Representing diversity is an essential axis of the campaigns led by Made in and this one was no exception to the rule.
Whether in terms of gender, ethnicity or stylistic environment, the spokespersons recruited reflected the plurality of the target groups.
These content creators were also chosen for their creativity and their ability to create original videos on the subject while respecting their own universe.
@massimahiou T’as un talent caché ? Partage-le avec le mot-clé #TrouveTonChantier 💪 Celui-ci pourrait être fort utile dans le secteur de la construction! 😉 🔨 *PUB #fyp #foryoupage #emploi #opportunité #quebec #humour #hiddentalent #talentcaché
It is with brilliance that the influencers took up the challenge and offered entertaining but also engaging content. Content creator @massimahiou, for example, encouraged his community to share their hidden talents, especially those related to construction, in the comments of his video. The excellent engagement rate on views reached 8.30% and the overall engagement rate was 5%!
The notoriety objective was not left out. The organic campaign was able to rely on the substantial number of influencer subscribers, which totalled 711k followers. Thanks to excellent targeting and content perfectly adapted to 15-24 year-olds, the media campaign reinforced the considerable impact by accumulating more than 1,2M impressions.
@antho.tran Le gagnant devrait-il en faire un métier? #quebec #defi #anthotran #TrouveTonChantier #pub @trouvetonchantier
♬ Monkeys Spinning Monkeys – Kevin MacLeod & Kevin The Monkey
