easyJet Cabin Crew Apprenticeship - Social Media Campaign

As part of easyJet first-ever cabin crew apprenticeship, we were tasked with not only promoting the programme but also generating applications. We wanted to encompass their employer branding which was focused around the 'Orange Spirit'. It’s all about big ideas and looking at things differently. Delivering for customers, being progressive and successful. Social media played a crucial platform to reach the audience in a natural and authentic way, targetting specific people who would be ideal for the apprenticeship.

Social First Content - Youth Marketing

Instagram & Facebook stories were the perfect format to use for this specific target audience, as to how they use social to consume content. Due to the fact most applications will be around the age of 16+, social provides a great way to raise awareness and drive the campaign.

We used a strategy of targeting not only teenagers but parents as well, due to the fact they play an important role within influencing their children's choices with work and life. Many aspire to their parents and even follow their careers paths, we targetted parents who work or have experience within the aviation industry.

User Generated Employee Content

We wanted to make the content feel as authentic as possible, just like an Instagram story. This not only gave an authentic feel but also gave a better chance for people to discover deeper into the employer and the role itself. This was employees on the front line of the business, shooting content with a phone. No script or flashy equipment. Giving you a true sense of what it's like to work for easyJet.

We used a strategy of a 'sandwich' ad which allowed you to see: Employee experience, B-Roll, Call to Action. This format captures the attention of users, adds a creative element as well as a call to action to swipe up to go to the easyJet page.

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Content Marketing - Social Media | Digital
Graphic designer and Animator