Bouwunie
Step into the job of your life.
Client
Bouwunie
Services
Concept, design, photography, copywriting, digital marketing, webdesign
Attracting candidates for training
Bouwunie represents the interests of small and medium size businesses in the construction industry. One of the problems the industry faces is the shortage of painters and other craftsmen. Bouwunie asked Brandle to develop a campaign to attract new candidates for appropriate training programmes.
Becoming a painter
We focused on people who could be interested in finding a new job in another industry. With ‘Word schilder’ (Become a painter) as the main headline, we created a visual concept showing people literally stepping into their new job as a painter.
Stepping into a new future
The visual concept was strikingly clear, with the left part of the visual representing a person’s previous profession and the right part showing him or her with typical painter’s clothing and tools. The headline was typeset on masking tape.
Shooting in our own studio
The visuals were created in our own studio, where we shot pictures and videos of three people who were literally stepping into their new job. One of them was Rob Peeters, a well-known and successful cyclist who became a painter when his cycling career came to an end.
Digital marketing campaign
We used Facebook and Instagram for the digital marketing campaign. Visuals with Rob (the cylist), Julie (an office worker) and Willy (a cook) were posted and targeted to relevant audiences. Clicking on a visual took visitors to a web page were the story of the chosen person was told. At the end of each story, links pointed to appropriate training programmes.
A dedicated one-page website
The dedicated ‘Word schilder’-web page was built using our Reddi-platform, which is ideally suited for pages or sites with a low to medium complexity. The page contains all the info on building a new career as a painter, with links pointing to appropriate training programmes.
Social media showed the way
Well over 10,000 people visited the ‘Word schilder’-web page. Almost 80% of the traffic on the website originated from our ads on Facebook and Instagram. There is no doubt that some of the new candidates for training programmes mentioned on the page were inspired by the ‘Word schilder’-campaign.
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