Campaign for WSP

Assignment: attract a niche target group

WSP came to Appelberg for help finding new employees for its railway section. The target group we aimed to attract was small and niche: highly experienced engineers with eight to twenty-five years of unique expertise in track, signal and catenary work.

Solution: research, analysis and an interactive campaign

We started by analysing and researching the interests and behaviours of the target group and what would make them change jobs. We worked with the client to carry out a competitive analysis aimed at ensuring a communication specific to WSP that brought the company’s values ​​came to the fore.

The results of that analysis then formed the basis for the upcoming campaign.

As the target group are experts in their field who have a strong sense of professional pride, are passionate about technology and development as well as solving challenges, we chose an interactive solution where they could take a quiz to show their knowledge. The quiz contained niche questions about the railways and WSP’s role in global projects.

Result: great impact with many leads

The campaign was distributed on Youtube and Meta, as well as with selected publishers via programmatic buying. In the advertising material, we worked with video ads and still image ads which each linked to the quiz in which we wanted the target group to participate.

The quiz was published on a landing page where the target group could read more about WSP and current vacancies. In order to find out the correct answers to the quiz questions, the target audience had to fill in their contact details, which gave WSP warm leads to process.

Overall, the campaign had a great impact and the results were very successful:

• 50,724 people visited the campaign page.
• 13,021 people took part in the quiz.
• 2,629 people submitted their data, which WSP was then able to process.