Case Study - Breaking Through To Burnt-Out Frontline Workers
A co-branded campaign led by Guild partnering with Target, Chipotle, and Tyson Foods aimed to reach frontline workers in the throes of end-of-year holiday madness.
- Client
- Guild
- Year
- Service
- Full-Service Media
- Brand Awareness lift
- 9%
- Brand Consideration lift
- 11%
- visits to partner microsites and job boards
- 300k+
- lift in favorability for partner brands
- 10%
Overview
Through insights research, we found that a large percentage of people working in various frontline industries hit their breaking point during the holiday period at the end of each year.
During this season of burnout, many are planning for a career change at the start of the new year and proactively begin job hunting the moment the new year rolls around.
This campaign was a direct expression of Guild’s mission to unlock opportunity for America’s workforce. Our task was to reach that workforce at moments when they are most receptive to learning about new opportunities that are available to them. Our mission in this campaign was to put Guild into consideration for as many burnt-out frontline workers as possible.
Our flighting strategy
We flighted the campaign to share inspiring videos during specific moments during the holiday season when the audience wasn’t consumed by work and could envision themselves taking a similar path to the people featured in our videos.
Our campaign began with a pre-holiday awareness push, dialed back to just social channels during the thick of the holiday period, then re-engaged across multiple digital formats throughout the January job-hunting window.
Results
The campaign was a win for everyone. Guild earned an awareness increase of 8% among key frontline audiences. Thousands of frontline workers found new roles at Chipotle, Target, and Tyson after bring driven to a campaign job board where they could find roles that offered Guild as a career-building benefits. And our partner brands got a 10% brand favorability lift amount the frontline worker audience.
Services
- Consumer Insights
- Comms Strategy
- Media Planning
- Activation
- Negotiation & Buying
- Ad Serving
- Reporting
- Brand Lift Study
- Campaign Optimization
Media Channels
- CTV
- OLV
- Rich Media
- Display
- Native Content
- In-Game
- Social
- Influencer Content
Partnering with Extra on this project raised the bar on how we deliver on our brand growth goals. They have truly become a strategic thought partner, delivering fresh and actionable insights that have driven a novel strategy to connect with our audience. Their innovative media plan not only incorporated proven performers but also pushed us into new channels and targeting strategies, blowing our awareness and engagement performance expectations out of the water.
Senior Director Brand Strategy