Brief
When Mitchells & Butlers attended The Skills Show 2016 to attract new recruits to their leading apprenticeship programme, we were tasked with reaching new youth audiences using a fresh social media approach and implementing online reputation management.
Action
Our primary focus was to find future apprentices by getting noticed online by students and parents attending the show but we also wanted to make a big splash on social media so that people who couldn’t attend could still discover and engage with the Mitchells & Butlers apprenticeship programme. We channelled our activity through existing employee engagement channels; Twitter, Facebook and Instagram but we also cemented our commitment to apprentices by launching two brand new dedicated channels; @mbapprentices on Instagram and @mbapprentices on Snapchat – perfect for reaching a younger audience of 13-18 year olds.
We used a variety of connected tactics to achieve awareness including:
- A Snapchat competition to gain pre-event followers
- Creating a Snapchat Geofilter to reach apprentice eyeballs attending the show
- A Facebook Live Q&A with Teenologist Sarah Newton
- In-show selfie competitions on social media
- Live behind-the-scene updates via Facebook Live and Instagram stories
Result
We interacted with a huge audience both on and offline thus making a deep impact in raising awareness of Mitchells & Butlers apprenticeships. Our digital campaign was facilitated over five social media channels and resulted in the following highlights; 10.3K views of the personalised Snapchat geofilter, 84,000 users reached on Facebook over three days and 13,400 Twitter impressions. Our reach and share of voice was a success compared to competitors thanks to the opportunities to see which was amplified over the numerous channels. A successful by-product was that it created a great content hub for Employee Engagement as so many Mitchells & Butlers team members were also interacting with content during the show.
To see more of our online reputation management work click here.
