Intro

After a successful brand refresh, Gumtree wanted to build upon its position as the UK’s #1 classifieds website, by promoting the Jobs vertical for the first time ever.

The Brief

Our brief was to drive awareness and consideration of the Jobs vertical amongst our young target audience, and to deliver standout in a cluttered and competitive marketplace to introduce new users to Gumtree’s jobs offering. The campaign needed to capitalise on the emerging ‘gig economy’ trend by showcasing the vibrancy of the Gumtree jobs marketplace and highlighting the breadth of surprising and exciting opportunities available on Gumtree.

Our Solution

Cherry-picked TV supported by broadcaster VOD spots kicked off our campaign by driving brand awareness. We then brought to life the vibrancy of the jobs category through interactive VoD by using live data to fuel tactical creative and personalise brand messaging with a strong call to action.

This was supported by radio airtime and outdoor specifically attuned to our TA. We worked closely with the creative agency to ensure that they delivered multiple different executions to showcase the variety of jobs available. These stories reached our target audience across the key radio stations – including Capital and Kerrang – and in relevant outdoor formats and locations – including TCPs, 6s and cinema foyer 6s – to ensure we were telling multiple job stories.

On top of all the traditional media, we identified the opportunity of partnering with Kiss Chosen One – Bauer’s annual search for new radio talent. While this had had previous sponsors, we brokered a bespoke 360 sponsorship which included using Gumtree to recruit not only the KCO applicants, but to also fill 8 x ‘behind the scenes’ roles with Kiss, a live event, a branded online hub, talent integration, social content, on air presence on KISS and bespoke co-branded TV on The Box. The level of integration was unprecedented for Kiss and allowed us to truly imprint the Gumtree Jobs messaging across every campaign touchpoint.

The Results

For the ‘media first’ behind the scenes KCO job roles, we had just under a thousand applicants to join the KCO team. For the main KCO application process, almost 30,000 users visited the KISS x Gumtree hub with an average dwell time of 03:30, and there were over 32,000 searches for ‘KISS’ on Gumtree. The KCO campaign gave Gumtree both permission and the appropriate tone of voice to engage with 16-34s in an authentic manner, and generated 186 pieces of social content and 1,386 total mentions, with 43% of mentions specifically referencing Gumtree. This resulted in a substantial improvement in brand identification amongst 16-34s and a YoY increase in visits to Gumtree Jobs.

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