Vodafone - #GenerationPossible - TMP Worldwide UK

Case Study

Vodafone – #GenerationPossible

Vodafone is one of the largest telecommunications companies in the world. They provide mobile phone service, internet and communication solutions and a range of innovative tech-led initiatives for millions of people across the globe.

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Applications

10,000

LinkedIn Impressions

6.8M

Instagram Impressions

+89.3%

Highlights

How we developed a multi-faceted, integrated campaign to produce 10,000 applications from an improved diverse audience.

  • 1
    #GenerationPossible: Capturing the spirit of change embodied by Greta Thunberg, our concept drew on the opportunity young people have to make an impact on the world with Vodafone.
  • 2
    Effective Social Media Engagement and Campus Events: We used an innovative social platform to post, track and analyse a campaign across Facebook, Instagram, LinkedIn, and Twitter.
  • 3
    Improved Employer Image and Recognition: The campaign led to a 27-place increase in Vodafone’s Times Top 100 Graduate Employers ranking.

Challenge

Vodafone have a history of innovation that gives entry-level talent access to cutting-edge projects, including world-leading 5G and the Internet of Things. But they were struggling with a perception that meant they needed to:

  • 1
    Recruit 150 graduates and 100 interns/industrial placement students into nine business areas including digital, technology, HR and finance.
  • 2
    Combat negative perceptions and increase awareness of their status as a leading tech company.
  • 3
    Focus on attracting female talent to apply for an exciting range of innovative, tech-forward programmes.

Solution

How we collaborated

  • 1
    Our Creative Team conceived of and crafted the innovative #GenerationPossible campaign and created a bold new brand identity. This was a vibrant mixture of bespoke photography, topic specific film content and a range of media assets to be used across our chosen platforms.
  • 2
    Our Assessment Team organised and managed the 41 on-campus events to facilitate direct interaction between students and Vodafone employees. These seamlessly run events enhanced not only direct interaction with the brand but shifted and raised awareness.
  • 3
    Our Media Team developed an effective strategy that accurately targeted audiences with incredible success: 1.5m Facebook impressions, 6.8m LinkedIn impressions, and an 89.3% increase in Instagram impressions.

What we delivered

01

The #GenerationPossible film, which sat at the heart of the creative campaign. This was edited and crafted to inspire students to get on board with Vodafone’s purpose and opportunities. Eight more films were then created with current graduates and interns talking about their experiences.

02

A large number of high-engagement events across campuses with the highest female-to-male ratios for tech degrees

03

Beautiful, bespoke photography that more accurately reflected the target audience. These assets were also used in all our digital assets and careers page creative

04

A six-month long campaign that not only saw an increase in impressions across a range of media platforms but a more profound impact on the organisation as a place to work.

01

The #GenerationPossible film, which sat at the heart of the creative campaign. This was edited and crafted to inspire students to get on board with Vodafone’s purpose and opportunities. Eight more films were then created with current graduates and interns talking about their experiences.

03

Beautiful, bespoke photography that more accurately reflected the target audience. These assets were also used in all our digital assets and careers page creative

02

A large number of high-engagement events across campuses with the highest female-to-male ratios for tech degrees

04

A six-month long campaign that not only saw an increase in impressions across a range of media platforms but a more profound impact on the organisation as a place to work.

RESULTS

41 Events

Our Assessment Team organised and managed the 41 on-campus events to facilitate direct interaction between students and Vodafone employees.

1.5m Facebook impressions

Our media team developed an effective strategy that accurately targeted audiences with incredible success: 1.5m Facebook impressions, 6.8m LinkedIn impressions, and an 89.3% increase in Instagram impressions.

Improved Image

Improved Employer Image and Recognition: The campaign led to a 27-place increase in Vodafone’s Times Top 100 Graduate Employers ranking.

And here’s what the leader of the organisation had to say …

“We challenged PeopleScout to create something innovative, disruptive and relatable and they certainly translated that aim into reality. We developed a brilliant partnership that always put the graduate audience at the forefront of decisions.”

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