Workopolis has launched the second phase of its “Pop Culture” campaign with a series of You Tube videos designed to drive job searchers to Workopolis.com.
The seven videos – created by Zulu, animation house Hatch and Pirate Sound – feature an illustrated protagonist who offers career advice to job hunters with a bit of humour. The spots are being promoted through Workopolis’ social platforms, and are distributed as pre-roll units on YouTube and AOL BeOn, along with video post ads on Facebook until the end of November.
Zulu, Workopolis’ agency of record, created the concept after the site approached the agency looking for a creative idea for its 2013 campaign. Ari Elkouby, creative director at Zulu, said the goal of the “Pop Culture” is to maintain Workopolis’ position at the top of the online job search market.
“In order to stay relevant, we needed to find a way to keep driving searches. The goal is to drive as many people to the site as possible,” he said.
The videos, which viewers are encouraged to share, tackle a wide array of workplace issues including the pitfalls of commuting to work, office kitchen etiquette and how to follow up after a first interview.
“Pop Culture” first launched in March with a series of print ads that are running in various TorStar, Gesca, Postmedia, and Metroland publications across the country. The ads employ the same editorial-style cartoons as the videos, and tie current events – such as the birth of the royal baby and the announcement of the new Pope – to job hunting. To date, 40 ads have run and within the first four months of the campaign, unique visitors to Workopolis.com increased 5% nationally.
Media Experts is responsible for “Pop Culture’s” media plan. Tank is handling all the French print components of the campaign’s Quebec executions.
