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abe strategist profile
Firstname/Profession
Abe
Marketing Consultant / Marketing Strategist
12 Plus years Experience
Hamilton, Wellington, Tauranga
6166

Represented: 18/10/18

Guardian Jobs - People Profiler

About Project

Find the latest job vacancies to apply for today with Guardian Jobs. Discover new ways of working and apply for something different. Keep up to date with the latest job vacancies in your area by signing up to Guardian Jobs and receive daily job alerts.


Industries

Media


Specialties

Interactive Advertising, Marketing Strategy, Media Strategy


Client

Guardian Media Group

Issue

The Guardian’s original request was for online advertising to increase traffic to their Jobmatch service & build a database of job seekers. The communications objective was to differentiate GNL’s online services by making it more memorable.

Inspiration: Gamify the job-hunt to help prospects learn from the experience.

We reversed the brief, communicating with a larger audience of passive job seekers with a natural channel to nurture familiarity in an intelligent and non-pushy way.

Idea: www.peopleprofiler.co.uk

Rather than pure advertising we created a content based experiences around user self discovery & transformed the realities of jobs into workplace ecosystems. People Profiler was a micro-site and a national survey on attitudes to work.

Impact

- People Profiler has attracted over 54K unique visitors. An incredible 58% of arrivals went on to configure their own creature. Of those 30% registered full details into the people profiler database.

- This equals 20% conversion of all website visitors into fully signed up People Profiler registrants. An amazing result when results in the low single figures are often considered success.

- The overall micro-site cost per arrival figure is extremely efficient at less than £1.00 per visitor. Due to the extraordinary conversion rate the cost for qualified leads is under £5.00 per person.

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845

Creative. Digital. Marketing. Recruitment.