Challenge

Wiley Edge is a global graduate talent and employee reskilling organisation. Its graduate programme - The Wiley Edge Academy - places graduates in exciting IT and finance roles within a range of organisations for 12-24 months, after which most stay on as permanent employees. By reskilling and retraining the graduates, Wiley Edge and its clients help them to reach their full career potential.

With a range of organisations keen to recruit employees through their programme, Wiley Edge needed to attract graduates quickly. As the brand was not widely recognised by graduates, Wiley Edge wanted to raise its profile and position itself as an excellent option for those starting out in business careers.

Approach

We designed a series of social and digital campaigns to attract diverse graduate audiences from the UK, America and Canada. Our first campaign was based on a hero film concept to build brand awareness, capture the imagination of our graduate audience, and help them to visualise themselves taking part in Wiley's programme.

Solution

We launched a compelling film across social and digital platforms, launching the three month-long awareness phase of our campaign. The content was also used to develop a social-led lead generation campaign, which ran across Facebook, Instagram, TikTok, Youtube and Twitter.

Our creative is based around three graduates, showing their journey from graduate to Wiley Edge employee, and the setting is designed to reflect our target audience groups. The film is shot in three locations, which correspond to the three key markets that Wiley Edge operates in.

We cast actors from a wide range of backgrounds in order to represent the diverse talent pool that Wiley Edge works with, and we ran regional campaigns with content tailored to target graduates with an interest in IT and/or finance in each location.

Results

Wiley Edge's team was extremely pleased with the creative route of the film and the results it generated. The hero film generated 10 million views, while the social media content we produced prompted 12k clicks, 12 million impressions and an engagement rate of 1.81%.