Nestlé

The challenge__

Nestlé offer outstanding apprenticeship schemes in everything from engineering to finance. They wanted to reach and inspire potential candidates for the schemes using the digital channels those candidates were most likely to be on. One issue was that these schemes are not limited to a single location but are delivered in various places all over the UK. Another was that Nestlé needed to increase diversity within their schemes, particularly in food manufacturing and factory-based roles where females are currently under-represented.

The solution__

Knowing our digitally savvy target audience as we do, we decided to promote our message using up-and-coming YouTube star @JanaVlogs. Jana is popular with people aged 16 to 19 (especially females) and is known for making fun ‘candy’-focused videos. In partnership with us, she created two Nestlé-themed vlogs, one involving her attempt to make the world’s biggest KitKat and the other her visit to Nestlé’s KitKat factory in York. Together, we pushed the videos out during National Apprentice Week through Nestlé Academy’s Facebook and Twitter and Jana’s own personal channels, including Instagram where she has an impressive 49,900 followers.

The Results__

The response has far exceeded our expectations. Comments on the videos – both on YouTube and across social – were extremely positive, with many individuals expressing their surprise at the opportunities available to them as an apprentice. And, unlike with traditional local advertising, we were able to clearly track reach and response. So far, both videos have received more than 70,000 views and there have been 1,000+ click-throughs to the Nestlé Academy site.

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