SJS was always known as a place for students to get quick casual jobs. They undertook a complete rebranding to reposition themselves as “the place where talent meets opportunity” and where students and graduates can find permanent roles to kick off their careers. With impactful new branding and a new refined tone of voice, SJS wanted to get the word out to their new and existing customers. SJS wanted a brand awareness campaign that would speak to the very different needs of their two key audiences - employers/businesses and students/graduates.
The Sea Digital team created a strategy for a multi-facted campaign that spanned across digital and OOH media with over 120 creative assets delivered across 10 different channels.
First we scoped talent that could represent key characters in the SJS brand story. The characters included first-year, mature and graduate students, and a range of employers including home-based employers (such as a mum looking for childcare), corporate or government employers and startup founders. Ethnic diversity was also a key factor in casting. Next, the Sea Digital team carried out a two-day photography and motion shoot to capture those characters.
Our student strategy saw us roll out both video and still assets across Meta, Youtube, Snapchat and Tiktok as well as on street furniture and posters in strategic locations surrounding university or polytechnic campuses. We also ran video ads on TVNZ on demand, display ads on Google and Trademe, and some audio advertising on radio.
Meanwhile, our employer strategy utilised Google Display, Stuff.co.nz and LinkedIn with a mix of still and video assets. Offline media played a big part for this audience - we placed ads in bus stops and adshells in areas that we knew had high business footfall. We also placed ads in specific business buildings that housed large-scale employers so we were meeting people who might need to hire in their places of work.
increase in brand mentions
increase in web traffic