RAJA Swimming in Plastic
Raising awareness of RAJA’s eco-friendly range through the “Swimming in Plastic” campaign
The Objectives
- In early-2020, the UK faced a huge shortage of seasonal workers due to travel restrictions caused by COVID-19
- To help address the labour shortage, several farming associations started a recruitment drive aimed at students and people who had been furloughed or lost their jobs because of Coronavirus
- We set ourselves the objective of leveraging our own creative and technical expertise, to devise a compelling strategy that would help support the ‘Pick for Britain’ campaign
The Strategy
- Our Creative team designed a series of posters inspired by the World War II recruitment drive and these were amplified organically via social media
- Our Paid Media team promoted the posters via Microsoft Audience Ads, taking advantage of the image-based ad format
- The native ads appeared on premium sites including MSN, Outlook, Microsoft Edge, and partner sites
The Results
- In one week, the Microsoft Ads campaign delivered 150,000 impressions
- The campaign delivered a CTR of 0.65% and led to 981 clicks
- Our efforts contributed to the voluntary recruitment of students, furloughed workers and those who had been made redundant in light of COVID-19
- The campaign was shortlisted for the Microsoft Advertising Partner Awards 2021 in the ‘Community Response Award’ category
