How do you want to work, Generation y?
Temporary work meets "Generation y"
Our task was to create visibility, especially among university students, to counteract a possible negative perception of temporary employment agencies and, finally, to create brand preference for univativ among career starters.
Strategy: Create content for multiple channels
A web magazine as a Content Hub
With the Univativ Journal we created a web magazine aimed at students as well as project managers in companies. It provided them with current topics concerning career entry, young talent and the future of work. The journal offered a mix of service articles, first-hand reports, interviews and op-ed style contributions. It was developed for optimum ranking in search engines and was advertised via social media. The attractiveness of the journal also came in part from the high-quality videos we produced, in which univativ managing director Olaf Kempin played a central role as interviewer.
Impact by the numbers
of all content developed for the campaign was used on more than one channel
visitors per quarter came to the "univativ Journal" web magazine
We placed univativ in all important business, IT, HR and student media. 80% of the content was presented cross-media in other channels, including radio, YouTube (up to 11,000 views per video) and newsletters (8,900 subscribers). The univativ Journal reached around 15,000 visitors per quarter. Through targeted Facebook ads, over 80% of the visitors were attributable to the desired student target group.
Our work for univativ was honored with two nominations for the PR Report Award 2015 in the categories Content Marketing & Corporate Media.