CPL supported the two councils in their bid to develop the local candidate market through a regional recruitment campaign. The output was a research-informed empathetic creative execution and a robust and measurable multi-channel campaign.

We used real-life stories from care workers themselves to put together a campaign which represented the people who access these services. The creative executions were designed to appeal to ‘people people’ – those who would love the emotional and personal connections they would make with those they work with. 

The activation was split into two categories: raising awareness and generating leads. Awareness was raised through an outdoor media campaign, TV and radio ads. Leads were generated via social media advertising and a pay per click (PPC) campaign.

Working to tight timeframes, CPL maximised the budget to deliver a highly focused, creative and emotive campaign across multiple channels including, in a first for this client, Tik Tok and Snapchat.

 Another key factor in the campaign’s success was the mutual trust between the CPL and client teams, with whom we have worked before.