
Hilton Grand Vacations
Research & Branding
Marketing
We launched a comprehensive campaign to promote inclusivity and attract female candidates to home service positions at Sky.
We were faced with a problem. Only 25 of Sky’s 3,000 Home Service Engineers, the people who visit customers in their homes to install Sky, were women. This needed to change. We needed a campaign that would:
We needed a strategy that was less about singling women out – assuming what they like or don’t like, stereotyping them or imagining what they want to hear as a group – and more about showing people what Home Service is really like. Given women mistakenly believe that Home Service couldn’t be for them, and the job is carried out in communities up and down the country, we called the campaign ‘Surprisingly up your street’. It included:
Trying to increase the number of female Home Service Engineers from 25, among 2,975 men, doesn’t happen after one campaign. But our results reflect a brilliant start.
Running from April to June 2018, the campaign was pushed out across multiple channels and achieved 2.2 million impressions. The “Breaking News” videos were introduced one month into the campaign and generated an impressive click-through rate of 4.93% – almost 5 times the average.
76% increase in female Home Service Engineers post campaign
254 applications from women
4.4% of all applicants came from women – an all time high
19 women hired, or due to start