BP Employer Branding Campaign (Havas People)

  • Natalie Grover
  • Dan Gregory

I was hired by Havas People as the lead strategist delivering end-to-end content planning on the BP employer social media branding campaign. The drive saw a plan of content that supported the ABTL activity and the new IT&S strategy campaign. All activity was activated on BP's career channels across Facebook, Instagram and LinkedIn to attract more women and IT professionals to BP careers. My role included the following stages: 1. Identifying the brands' career heritage to tell a more in-depth story on social, and to reach a new target audience to the jobs roles. 2. A content and channel audit - including TOV, artwork, frequency, time of day posting/what campaigns and always-on activity worked or didn't base on channel analytics. I led an audit on video content and images available in BP's content library to include in the campaign alongside newly shot images that wouldn't be available in the first few months of the campaign drive. 3. Direction on new content to shoot and capture 4. Channel strategy, including TOV and creative direction recommendations. 5. Working with the PR (CNC) paid and programmatic teams (CRUNCH) to identify organic content that could be amplified through an initial test and learn process. 6. Internal team toolkits 7. End-to-end channel planning of 1-3 months stages. 8. Monitoring and reporting successes and learnings. RESULTS The campaign increased new organic applications to BP roles by 3.2% in the first quarter, and sentiment toward new and innovative BP roles was increased.

Programmatic career drive activity