Engage Young Audiences with BKV's Creative Social Media Campaign
Targeting a diverse audience, this strategic campaign by BKV aims to address the significant challenge of driver shortages. By tailoring content to specific age groups and increasing the representation of women drivers, BKV seeks to promote stability, safety, and community through its services. Using a blend of offline and online tactics, the campaign sets goals for attracting new drivers while working within a limited budget. With a robust communication calendar and engaging content plans, BKV focuses on building reach on social media platforms like Instagram, Facebook, and YouTube, featuring compelling stories and exciting competitions to appeal to both new and experienced drivers. Interactive elements and a focus on the human side of the transportation industry make this campaign both informative and entertaining for the target audience.
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Presentation Transcript
Write your own story with BKV 27/03/2019
Brief summary Main pillars of the strategy Biggest issue: Lack of drivers Target audience Segment the broad target group among 3 age groups Secondary objective: Incease the share of women within the drivers Content Tailormade to the target audiences Benefits of BKV: Stability Safety Community Discounts Shows the BKV lifestyle Measurement Make the offline campaigns measurable Campaign goal: 300 & 200 new drivers Limited budget
Defining the target audience Average Joe A 30-54 Oldtimer A 55+ Young blood A 20-29 Stability Stability Stability Needs Security Security Security Community Community Community Discounts Discounts Discounts Social Social Social Media Digital Digital Digital OOH OOH OOH Print Print Print Inactive Postal services Factory worker Transportation Catering Casual workers Unemployed Competitors Factory worker Transportation Postal services Concierge Unemployed Postal services Transportation Postal services Source We will use the same age groups for women but target them with relevant creatives
Communication calendar 2019 2020 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 Main campaign Maintenance Instagram Facebook Youtube OOH Display Print Search
Engage Young bloods on Instagram Subtle and effective communication Create insider stories Year 1 Story of 2 newhires (boy & girl) First day on the training First day on the field ... One year veteran New Instagram profile: BKV driver s life not the general BKV s profile to make it more human Instagram stories advertisement More relevant to younger audience Short formats with over-arching stories Year 2 In-house driver competition with incentives: Share your story! Mainly video formats
Building reach on social media Maximise reach and engagement Create human stories Instagram video content reuse Story of 2 newhires Share your story! Thougths of veteran drivers Years of experience and anecdotes Working for BKV in different decades Dashboard cam timelapse Showcase the most beautiful routes Comparison videos Young vs old, Experienced vs newhire, Boy vs girl, Bus vs tram Entertaining anecdotes BKV-n hallottam Youtube + Facebook Building reach: 6sec bumper, 10-20 sec Retarget for engagement: 3-5 min Facebook traffic Static ads
Showing the benefits of BKV on OOH Reach everyone cost-effectively Showing the benefits of BKV with personalised messages 4 different creatives / target groups Young blood Average Joe Old timer Women Vehicle inside and outside placements BKV owned surfaces Cost effective appearances Any available outside OOH formats Make use of everything we can Personalised message What each target groups find most important based on their needs Use unique landing Measure offline conversion
Use the strenght of print formats Matching content and advertisment Deliver human stories Editorial articles with direct message Veteran driver interviews Years of experience and anecdotes Working for BKV in different decades Use unique landing Measure offline conversion Recruitment direct message Encourage them to apply for the job
Data driven display campaigns Precise targeting in the right moment Deliver human stories Burst campaign Activate display communication during the Autumn period when people are more depressed and likely to switch jobs 4 different creatives / target groups Young blood Average Joe Old timer Women Personalised message Different formats and buying methosd What each target groups find most important based on their needs Programmatic buying for precise targeting and retarget using search data Refine creatives using learnings from previous months e.g. most engaging topics Textlinks to engage the Old timers
Budget and KPI 2019 2020 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 Main campaign Maintenance Instagram Facebook Youtube OOH Display Print Search 60% budget share 300 new-hire 40% budget share 200 new-hire Estimated budget: 12.4 million HUF 10% 16% 24% 9% 13% 13% 16% Instagram Facebook Youtube OOH Display Print Search
