VGF stands for openness, tolerance, and an appreciative corporate culture – values that should be communicated authentically and credibly with the claim "Become part of us." The goal was to increase brand awareness in Frankfurt while significantly boosting the number of qualified applications across various professional profiles. The focus was on authenticity: The campaign relied on real VGF employees and visual design in the brand's typical colors. In the spirit of the claim, we as an agency also became part of the new market presence – with a campaign that shows attitude and creates closeness.
To generate not only visibility but also qualified applications, we employed a full-funnel approach along the entire candidate journey – from initial attention to application. The media mix (DOOH, YouTube, Meta, Display, SEA) was strategically aligned for reach building and conversion. DOOH screens at highly frequented Frankfurt locations ensured high visibility in public spaces. Online, we combined generic and specific targeting to reach both broad and specialized target groups. Through continuous A/B testing, we optimized the campaign motifs during the campaign period – for maximum efficiency.
Increase in applicant numbers: The number of received applications was at times 60% above the previous month and 20% above the previous year's level. At peak, an increase of 67% compared to the 5-year average was even achieved. For valid success measurement, a lookback window was also considered to include time-delayed effects in the analysis and obtain a complete picture of campaign effectiveness.
