EXCITING TEENS ABOUT THE WONDERS OF ENGINEERING. WINNER OF The Drum 2018 Digital Strategy of the Year, PR Week Awards 2018, Best Influencer Marketing Campaign

HOW TO INSPIRE TEENS ABOUT ENGINEERING AGAINST A BACKDROP OF GENDER STEREOTYPES FOR THE INSTITUTION OF ENGINEERING & TECHNOLOGY?

This multi-award winning campaign delivered 151% increase in consideration in engineering careers and 50,000 views of the content within 3 weeks.

Everything that teens encounter in life has engineering at its heart, yet few know this. We knew a traditional PR approach would not work and we needed to show teenagers that all the brands they love have engineering at their core.

Enter #ISeeMore – a campaign designed to ignite young people’s curiosity, spark their desire to know how things work and why and essentially inspire them to consider engineering as a future career

#ISEEMORE YOUTUBE SERIES. We sent five young YouTubers behind the scenes at teen friendly brands such as Shazam, Harry Potter World, Fun Kids Radio, Chessington World of Adventures and Twitter to see the unexpected and exciting side of engineering and reveal the inspiring opportunities engineering can bring to these brands

ENGINEER THE CHOCOLATE BAR OF THE FUTURE
We developed a ‘money can’t buy’,nationwide competition for 8-16 year olds in conjunction with Mondelez International (Cadbury) to design the ultimate chocolate bar of the future. The winner got the chance to visit the Innovation Kitchen at Cadbury World with TV Bake Off winner, Andrew Smyth, to bring their design to life with real life food engineers

RESULTS:
– The Youtube films racked up more than 61,000 views in 3 weeks with a 24% engagement rate and social reach of 690,000
– Campaign secured 552 pieces of coverage including 33 nationals
– Consideration of a career in engineering leapt from 31% to 78% – an increase of 151% within target group
– 75% felt much more positively about engineering careers
– 81% believed that engineering appealed to both sexes, compared with 40% pre-campaign
– Perception of engineering consisting of ‘men in hard hats’ decreased from 50% to 27%

Multi-award winning campaign: Winner of 5 industry awards and shortlisted and highly commended for over 15, including Digital Strategy of the Year (The Drum, 2018) and Best Influencer Marketing Campaign (PR Week Awards 2018)

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