Youth unemployment in the UK is a serious issue. Over 800,000 16-24-year-olds who are eligible for work are unemployed. This number is growing and we can’t turn our back on this problem. LifeSkills, created with Barclays, is an initiative to help solve this issue.
Through LifeSkills, Barclays made a commitment to equip one million young people by 2015 with the skills they need to enter the world of work and help improve access to work experience opportunities, traineeships and apprenticeships.
This is a genuine opportunity to equip young people with skills to help them succeed in life.
The audience/brand challenge
Our target audience is 11-19-year-olds in the UK. We know that this age group feel controlled by adults and this leads to a wariness of them. But we know too that there are a group of young adult celebrities who have a large following on Instagram and YouTube who inspire this audience.
We needed to drive people to the LifeSkills website and to get 11-19-year-olds registering to complete the LifeSkills modules.
The content solution.
We partnered with Global Radio through Capital and Capital Xtra to drive mass awareness for the campaign across our target audience through radio, digital, VOD and social.
Together with 8 YouTube influencers, we produced 8 videos of young people getting work experience with these influencers. The videos were then promoted with help from the influencers massive social media presence.
Capital and Capital Xtra reached 4.174 million 11 to 19-year-olds an average 19 times through the Barclays LifeSkills campaign.
We were also able to receive endorsement from a number of credible ambassadors including Pandora, Bassman, Marvin Humes, KoKo & Jade. In total, our YouTube videos succeeded with a total of 1.8 million views and drove 34,000 engagements.
The campaign and hashtag were received by a highly positive audience on social media.