Delivering Diverse Student Engagement for the Global Logistics Leader
DHL is a global leader in the logistics industry.
They approached us to deliver a disruptive student campaign engaging Black Gen Z on their native platforms. To drive awareness and change perceptions of logistics as “dull, boring and old fashioned” to “exciting, impactful, and relevant”, and encourage black Gen Z to apply.
To do this, we utilised a multi-pronged TikTok influencer campaign consisting of content creation, organic influencer activity & a paid strategy.
Black influencers created content around a custom campaign we called #WhatsOnMyMind which features educational career advice content from influencers sharing what’s on their minds. We also produced a thumb-stopping motion graphic video led by a black student voiceover covering opportunities at DHL.
The Impact
Partnering with credible, established mid-tier diverse influencers across a variety of content pillars allowed us to tap into niche audiences whilst the motion graphic video ensured we were able to reach large engaged audiences at scale. Repurposing content across both TikTok and Snapchat allowed us to over-deliver on ethnically diverse applications vs previous year.