So we helped Folktandvården Värmland receive applications for their apprenticeship program.

BACKGROUND

In April 2022, Värmland Public Dental Service opened applications for a 3-month apprenticeship program where they wanted to reach young people of high school age to get them to invest in a job in dentistry after graduation.

Värmland Public Dental Service needed to reach these young people and at the same time interest them enough to take the step to apply. To gain broad awareness and reach the right target group, we targeted the advertisement on social media where a channel strategy was set up.

SOLUTION

Advertising to two different target groups - in two different channels

In order to reach as many people as possible and increase awareness of the profession, as well as reach out broadly, one advertisement was directed directly to young people and another to parents of high school-age youth, where the content was varied to capture the interest of both target groups and match their behavior.

Channels

Snapchat is most used among millennials, with 84% of everyone in the target group on the platform.

Facebook is the largest social media platform with usage peaking among those in their 60s and up to those in their 80s.

Format

We used video content with several different variations of films and slideshows to engage all target groups. Video content generally captures more interest and attracts attention.

RESULT

1700 clicks

The campaign received a total of about 1,700 clicks, which then resulted in the Värmland Public Dental Service receiving over 20 expressions of interest for the apprenticeship program.

Increased brand awareness

The ads have been viewed a total of over 80,000 times by over 28,000 unique people, which means a large amount of awareness, which will likely further facilitate future recruitment.

The campaign went very well from an employer branding and awareness perspective, there were many clicks and many young people who hopefully got something to think about about the dental professions. It also went very well from a creative and collaborative perspective, I felt that Adsup were flexible and willing to test different things to make the campaign more effective.

Folktandvården Värmland

Ida Fröse

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