Case study

Civil Service Fast Stream – 2021 Influencer Campaign

The Fast Stream is an award-winning graduate programme for the Civil Service, developing talented high-potential people to become future Civil Service leaders. The programme recruits approximately 1,000 people nationwide, across 15 different leadership and management development schemes.

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Main video views

27K

Nano-influencer impressions

351k

Highlights

This was the first time Civil Service Fast Stream ran an influencer campaign, and it was a bold new approach for them. Boosting quality applications from a wider range of audiences, it gave them broader reach. And, with more diverse representation, is enabling the Civil Service to better reflect the communities that it serves across the UK.

  • 1
    Increase in applicants from ethnic minority backgrounds, from lower socio- economic backgrounds, from the LGBTQ+ community, as well as those with disabilities.
  • 2
    With 27,000 YouTube views across the 4-week application window, the main influencer video had over 18,000 views in less than 48 hours.
  • 3
    351,304 impressions and 2,436 engagements across social media via nano-influencers.

The challenge

Civil Service Fast Stream receives a high number of applications every year. So, this wasn’t about increasing applications. It was about reaching under-represented target audiences in ways that a traditional graduate paid media campaign couldn’t.

  • 1
    Clarifying misconceptions – who they wanted to recruit, what life is really like on the scheme, and the kind of work involved.
  • 2
    Removing perceived barriers to application – by raising brand awareness and enabling under-represented groups to consider this a realistic opportunity for them.
  • 3
    Addressing the right questions – those on the minds of our specific target audiences.

A smart solution

An influencer-led social media campaign was the right solution for the brief.

How we collaborated

  • 1
    Our Creative Team worked with the project management and client service team to develop the brief for the influencers, and ensure the content aligned with the overall ‘You, unlimited’ creative campaign we’d developed for CSFS.
  • 2
    Our Project Management Team liaised with a specialist influencer agency to help identify and engage the right influencers for the campaign. They organised the filming to support our main influencer and ensured everything ran smoothly and on budget.
  • 3
    Our Client Services Team collaborated with CSFS to ensure the influencer had access to Fast Streamers representing our target audiences. This was a bold approach for a central government organisation protective of their brand, so our client services team supported our CSFS contacts throughout each stage of the process.

What we delivered

01

We worked closely with Vee Kativhu, an influencer who uses her platform to help those from a lower socio-economic background to get access to the best information and advice – as well as be a role model, and show that anyone can achieve their dreams, no matter their background. She spent the day with three Fast Streamers and produced a ‘Day in the Life’ video, which she posted to her YouTube channel with over 250,000 subscribers. She also promoted the video through her Instagram and LinkedIn profiles.

02

Further expanding the reach by engaging 12 nano-influencers with targeted followings. They reshaped and shared the video amongst their networks.

03

Paid Google Search and targeted social across Facebook, Instagram and Twitter supported all influencer activity.

01

We worked closely with Vee Kativhu, an influencer who uses her platform to help those from a lower socio-economic background to get access to the best information and advice – as well as be a role model, and show that anyone can achieve their dreams, no matter their background. She spent the day with three Fast Streamers and produced a ‘Day in the Life’ video, which she posted to her YouTube channel with over 250,000 subscribers. She also promoted the video through her Instagram and LinkedIn profiles.

03

Paid Google Search and targeted social across Facebook, Instagram and Twitter supported all influencer activity.

02

Further expanding the reach by engaging 12 nano-influencers with targeted followings. They reshaped and shared the video amongst their networks.

RESULTS

Social: Likes

2,436 engagements

2,436 engagements across social media via nano-influencers.

Insight eye icon

views 18,056

18,056 views of influencer video on YouTube in less than 48 hours.

Assessment: Notes ICON

12 nano-influencers

Further expanding the reach by engaging 12 nano-influencers with targeted followings. They reshaped and shared the video amongst their networks.

And here’s what our client had to say …

“Bold, different and refreshing. The innovative use of influencers really captured our vision of a skilled, innovative and ambitious Civil Service equipped for the future – one that reflects the country we serve.”

Talent Attraction Lead, Civil Service Fast Stream

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