PRWeek is publishing a series of articles on how new influencers are changing the face of PR and marketing, including a number of case studies that showcase how this is happening in practice.
The Microsoft campaign needed to position Microsoft as a primary advocate of technology careers and raise awareness of its commitment and track record around digital skills and apprenticeships among 16- to 24-year-olds. To target this audience, vlogger Dodie Clark was enlisted to help – she has around 223,000 subscribers to her YouTube channel DoddleVloggle and 134,000 Twitter followers, of which 88 per cent are aged 13 to 24.
Clark’s brief was to create a film around the myths of apprenticeships, their benefits and what she would have done if she was not a vlogger. There was a direct call to action linking to the Microsoft Apprenticeship site. The lighthearted video was launched to tie in with National Apprenticeship Week 2016 (14-18 March) and amplified through social channels, both Clark’s and Microsoft’s.
The partnership achieved more than 170,000 YouTube views, 15,000 likes across social platforms and reached more than 16 million people. There was a generally positive reaction from viewers, with many saying they had not considered an apprenticeship previously and would explore or apply for one.
The campaign drove unprecedented traffic to the Microsoft apprenticeship site, which saw an uplift in visits of 5,000 per cent.
Why we like it The figures speak for themselves, but using a popular influencer to help change the image of tech apprenticeships made this entry stand out.