Workopolis Promo WORK FROM HOME DAY by Zulu Alpha Kilo

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Industry Recruiting
Media Promo & PR
Market Canada
Agency Zulu Alpha Kilo
Art Director Simon Au
Designer Jamie Mageau
Account Supervisor Dic Dickerson
Released May 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: WORKOPOLIS
Date of First Appearance: May 1 2010
Entrant Company: ZULU ALPHA KILO, Toronto, CANADA
Agency: (Zulu Alpha Kilo)
Public Relations: (Environics Communications)
Creative Directors: Zak Mroueh/Joseph Bonnici
Writer: George Ault
Art Director: Simon Au
Designer: Jamie Mageau
Account Supervisor: Dic Dickerson
Public Relations Team: Gabriel Bouchard/Mario Bottone/Jennifer Posnikoff/Leanne Kirkby/Peter Harris
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 objective of the promotion.
Workopolis is Canada’s biggest online job site, but it had very little social media presence. Their Facebook group was comprised of only 1,000 supporters. With the recent re-brand of the company, Workopolis was looking to evolve from “a big job board” to an active recruitment partner and career enthusiast. We needed to engage the attention of Canadians and create a grassroots campaign with a big idea that could thread Workopolis into the social fabric of consumers’ lives.

Describe how the promotion developed from concept to implementation.
We decided to re-position the existing Workopolis Facebook Fanpage as the hub for an online movement in support of the creation of a National Work From Home Day. We educated Canadians about its benefits through a series of Facebook ads, promoting various support points – increased productivity, environmental impact, better work/life balance, etc. All advertising included a CTA for users to “like” our group to show their support.

Explain why the method of promotion was most relevant to the product or service.
This was a relevant promotion for Workopolis because it positioned the brand as an advocate for their target and as a leader for a positive social movement that would improve the quality of life for millions of Canadian workers.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Workopolis Facebook Page went from 1,000 supporters to over 65,000 in just 3 months. It inspired a Member of Parliament to bring National Work From Home Day before Canada’s highest legislative body. It is the first campaign to ever reach parliament. It was featured on virtually every national newscast. This generated over 20 million unpaid impressions. Thanks to this campaign, Canada could soon have an official National Work From Home Day.