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Brief

Develop a recruitment campaign for on-call fire fighters across the South of Wales. The client had very specific ideas and examples that they wanted to follow and an allocated budget.

What we did

Utilising our creative process allowed us to find the best solution for the client.  Market research was undertaken to gain insight into what on-call fire fighters signed up, which gave us great insight into the reasoning behind their decisions.

We then broke this up into four personas, each representing the types of people we believed we should target and therefore decided to produce a series of videos addressing each type of person directly. The idea was to put ad spend behind each of these videos, targeting interests and job titles in specific geographical areas within South Wales.  However the project was only launched organically, but still delivered some incredible results.

135
% increase in applications
129
% increase in female applicants
458000
people reached
5099
video engagements

Here are the 4 videos:

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