The Campaign

Basically, a 3-minute breathtaking video is the core. It focus on crafting the collective memories of the aged 30+ working class who have been working for couple years and is marching to or have been reached the bottle-neck of their working life. By using an emotional story-telling video which is affixed to local feelings to resonate the targeted group, we wish to inspire them to rediscover themselves and look for changes not only on jobs but also their perspectives to their career.

Creative Execution

The strategic campaign is generally divided into three phases- pre-launch teaser, 3-minute video & post launch activities. A facebook submission campaign was used as a teaser by discussing an interesting topic to awaken the memory of their jobs and drew the public’s attention and engagement. By leveraging the 3-minute jobsDB Profile promo video which immediate created huge buzz, it successfully drove the traffic from Facebook/ youtube/Instagram video post to the official jobsDB website and the direct usage of the app, looking for better job opportunities. Followed by it, there was a post launch activities - Profile features submission campaign, to maximize the influence of the video to achieve our tactical goal. Also, this ultimately helped to emphasize the jobsDB profile’s features and its benefits and to motivate the target audience to upload their profiles to the app.

The jobsDB Re-discover Yourself Campaign has achieved a remarkable result not only from engagement perspective, but also actual business result, i.e. a record high traffic to jobsDB website. This is an extraordinary result because jobsDB.com is already a very strong brand i.e. No.1 Job Search Portal in HK. Here is the highlight: - Traffic of jobsDB.com: Achieving record high visits in May, 2016 (campaign launch month) - No. of video views: 1.4 million+ (in a city with only 7 million citizen!) - No. of post “Like”: 15k+ - No. of post “Share”: 10k+ - No. of post “Comment”: 1k+ - No. of KOLs/ Organizational media pages that shared the videos (Organic): 80+ Beside engagement & business result, the campaign successfully created buzz among Hong Kong working class. In short, the jobsDB Re-discover yourself campaign is a huge success & become a talk of the

The strategic campaign is divided into three phases, i.e. pre-launch teaser, 3-minute video & post launch activities to maximize the brand awareness and create buzz in a short period of time through the impactful viral effect. As local young working class is targeted, and the ultimate goal of this campaign is to encourage them to re-explore their career achievement, thus the video serves as a reminder to express how a leading job portal, jobsDB, uses real-life cases like applying Green sleeves - the music played during the public exam, and???????&???????which are 1-2 commonly known local tags (hot internal slang saying “Successfulness is counting on your dad”) in the abbreviated video cultivating collective memories of the 80s’. All these collective memories is not just for our audiences, but for ourselves as post-80s working class too!!!