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.
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 on Snapchat – perfect for reaching a younger audience of 13-18 year olds.
We used a variety of connected tactics to achieve awareness including:
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.
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