German appliance manufacturer Vorwerk sell their vacuum cleaning products direct-to-consumer through a direct sales model. They needed to expand their sales network to help take the product to new regions of the UK and boost their sales penetration in their heartlands.
As such they tasked us to raise awareness of the great career opportunities and flexible working options available with Vorwerk – to ultimately help recruit new sales operatives.
Sales as an industry sometimes has negative connotations, these are often exacerbated further when it comes to direct sales. Similarly, leaving a ‘traditional’ job in favour of the relative unknown can seem like a daunting process filled with uncertainly.
We needed to debunk myths and make a career with Vorwerk an attractive proposition – and one for ‘people like me’.
We commissioned consumer research to identify and create new and interesting angles in the job/career space. By showing that people are stuck in jobs that they don’t like that they want to be their own boss but aren’t confident to take the plunge, and identifying the point that people get itchy feet – we were able to create compelling headlines to help people prompt a change in career.
Using the insights, we built an integrated campaign with content used across PR, social, and digital media.
Over the campaign period we generated a total PR reach of 7,619,342, social reach of 708,593, and blogger reach of 87,051.
National and regional newspaper coverage was secured – from The Sun through to The Derbyshire Times, and we placed ten radio interviews about the story across radio stations the length and breadth of the UK including Jazz FM, Manchester FM, and Global Yorkshire.
Our work with bloggers led directly to over 100 clicks through to Vorwerk’s recruitment hub, and sparked 59 comments and conversations. Engagement across the brand’s social media platforms spiked, with nearly 800 direct engagements.
Supported by social media advertising, the campaign was seeded further online via a carefully targeted paid-for programme – again delivering strong engagement and direct click-throughs.