BRONZE: Workopolis works from home
Even though Workopolis is Canada’s largest online job site, it had only 1,000 Facebook supporters. Zulu Alpha Kilo wanted to boost that to 50,000, and achieve 10 million earned media impressions.
A study of Workopolis users revealed that what mattered most to jobseekers was commute times. A staggering 82% of respondents stated that if they could work from home they wouldn’t be so quick to change jobs.
The agency therefore proposed a “National Work From Home Day.” It repositioned the existing Workopolis Facebook fan page as the hub of the movement, and educated Canadians about the benefits of working from home through a series of Facebook and print ads. Workopolis partnered with WWF Canada to align with their movement to reduce climate change.
In the first five months, the number of Workopolis Facebook supporters grew from 1,000 to over 65,000. National Work From Home Day attracted substantial media attention from CBC’s The National, Global News and the Globe and Mail, generating over 20 million earned media impressions.
As a surprising outcome, on Nov. 24, 2010, Liberal MP Mike Savage stood in the House of Commons wearing a branded Workopolis tie and introduced the Workopolis Work From Home Day as Standing Order 31. The movement was met with cheers from members of every party, and Workopolis was praised for being behind such a cause.
Credits:
Agency: Zulu Alpha Kilo
Client : Workopolis
Public Relations: Environics Communications
Creative Directors: Zak Mroueh, Joseph Bonnici
Writer: George Ault
Art Director: Simon Au
Designer: Jamie Mageau
Account Supervisor: Dic Dickerson
Clients: Gabriel Bouchard, Mario Bottone, Jennifer Posnikoff, Leanne Kirkby, Peter Harris
Public Relations Team: Josh Cobden, Cameron Bishop, Amy Greenshields, Kristen Marano, McKenna Wild
Digital Production: 58Ninety
Digital Project Lead: Cam Finlayson
Editor: Steve Parker
Sound Design: Chris Tait, Pirate Radio
DOP: Philip Maglieri
Other winner in AToMiC ROI category: Gold for Leo Burnett – James Ready Help Us, Help You
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