Workopolis Case study WORK FROM HOME DAY by Zulu Alpha Kilo

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Industry Business equipment & services
Media Case study
Market Canada
Agency Zulu Alpha Kilo
Creative Director Joseph Bonnici, Zak Mroueh
Art Director Simon Au
Designer Jamie Mageau
Account Supervisor Dic Dickerson
Released July 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: WORKOPOLIS
Date of First Appearance: May 1 2010
Agency: (Zulu Alpha Kilo)
Public Relations: (Environics Communications)
Creative Director: Zak Mroueh, Joseph Bonnici
Writer: George Ault
Art Director: Simon Au
Designer: Jamie Mageau
Account Supervisor: Dic Dickerson
Clients: Gabriel Bouchard, Mario Bottone, Jennifer Posnikoff, Leanne Kirkby, Peter Harris
Public Relations Team: Josh Cobden, Cameron Bishop, Amy Greenshields, Kristen Marano, McKenna Wild
Digital Production: (58Ninety)
Digital Project Lead: Cam Finlayson
Media placement: Facebook Ads - Facebook - Platform Ads - 1 May 2010
Media placement: Facebook Page - Facebook - 1 May 2010
Media placement: Facebook Page - Facebook Application - 1 May 2010
Media placement: 4 Newspaper Ads (Daily Nationals) - FP 4C - 2 July 2010

Describe the campaign/entry
Workopolis is Canada’s biggest online job site but it had very little social media presence, with less than 1,000 Facebook supporters. With the recent re-brand of the company, Workopolis was also looking to evolve from "a big job board" to an active recruitment partner and career enthusiast. So, we positioned Workopolis as an advocate for millions of Canadian workers and created a movement for a National Work From Home Day.

Describe how the campaign/entry was launched across each channel in the order of implementation
To kick off the campaign we re-positioned the existing Workopolis Facebook Fanpage as the hub for the movement. We then educated Canadians about the benefits of a National Work From Home Day through a series of Facebook ads and the page itself, promoting various support points – increased productivity, environmental impact, better work/life balance, etc. Soon, supporters from across the country were joining in to show their support and help spread our message.
The movement gained so much momentum that we were able to get the attention of Liberal MP Mike Savage, who agreed to take it to parliament as a standing order on November 24, 2010.

Give some idea of how successful this campaign/entry was with both client and consumer
In just five months, the Workopolis Facebook Page went from under 1,000 supporters to over 65,000. The movement made national headlines and generated over 20 million extra-earned media impressions. This rapid growth inspired a Member of Parliament to bring National Work From Home Day before Canada’s highest legislative body, making it the first social media campaign to reach parliament in Canada.
The movement continues to make its way through parliament today and Canada may soon have an official National Work From Home Day.