LOI
Many people dream of a different job, a new direction, or a career that suits them better. But there is often a big gap between daydreaming and actually starting to learn. This is especially true for young adults, who are harder to reach through traditional advertising and pay less and less attention to classic campaigns.
Together with LOI, we developed The Daydream Testers: an online content campaign that brings the brand message “Stop daydreaming, start learning” (developed by lead agency Alfred) to life on the platforms where the target audience actually watches. In the series, Romy Ruitenbeek and Stepherd Pocornie test popular professions for which you can study at LOI. From security guard and primary school teacher to veterinary assistant and nurse.
Agency
team5pm & Wavemaker
Awards
Grand Prix Content Marketing (silver)
Role & responsibilities
Set up of the collaboration between team5pm and LOI, from initial conversation to agreement
Account lead on customer relationship, process & growth
Briefing and management of creative and executive teams
Coordination of planning, processes, and delivery
PR, case development & award processes
A multi-platform content series
In The Daydream Testers, we made the future feel tangible. The presenters joined people on the work floor, asked the questions viewers would ask themselves and discovered, in a light and relatable way, what makes a job fun, challenging and surprising.
The campaign was developed as a platform first content series, with longer YouTube episodes as the foundation and short formats for Instagram and TikTok. From funny moments and pros and cons to challenges, carousels and retargeting around concrete reasons to get started. This way, the target audience was not only inspired, but also guided step by step towards orientation and action.
Results
The campaign showed that content can not only attract attention, but also set brand and business in motion.
- 5.7 million views with a watch time of +3 minutes
- 16% increase in brand consideration
- 28% increase in brand preference
- 23% increase in purchase intention
- A significant increase in clicks and revenue directly from the campaign compared to previous campaigns