It wanted to show that every moment with a client is a chance to make their life better, so collaborated with Blue Slate Films in New York to bring this concept to life. The videos show personal stories of just how rewarding working with clients can be – the filming wasn’t scripted or forced and really showed the difference workers could make. In addition, the videos inspired static posts for social media and ads posted outdoors around the New York community. It used mobile-friendly formats for Meta platforms and LinkedIn, attracting users’ attention with vertical videos, which take up more space. This maximised audience while reducing cost-per-click rates.

There was a clear upsurge in awareness and interest between 2022 and 2023, at a cost-per-click that was significantly lower than platform benchmarks. The videos attracted hundreds of thousands of plays with a high click-through rate. Richard Gambale, senior director of marketing said: “Not only is our campaign with Havas helping us close the gap with open positions… it’s teaching more New Yorkers about the work we do in their communities every day.”