Impulso Jovem program, promoted by IEFP - A public agency under the Portuguese Ministry of Solidarity, Employment and Social Security - aims to facilitate contact between companies looking for young professionals and qualified young people seeking a place to prove themselves. The problem is that, nowadays, the means to reach out young people have changed. IEFP chose comOn Group to overcome this difficulty and reach out young people in a way that they know well. For this purpose, we developed a website and activation campaign with very specific contours.

1. 3. RESULTS
GOALS VS FINAL RESULTS
MEDIA MIX (ONLINE AND OFFLINE)
DIGITAL CAMPAIGN
PROJECT AND GOALS
with the DIGITAL CAMPAIGN
we achieved
51%
The campaign was fundamental
in raising website visits
and appliance intentions.
Creating awareness amongst
the target was extremely important
for the campaign's success.
Impulso Jovem is a program promoted by IEFP,
a national public service that offers a range
of measures to help create jobs - one of Portugal's
main problems nowadays.
We designed a digital strategy to promote the program
amongst the target audience - young people and companies
- which was supported by the creation of a website and an
activation campaign. These were our main goals:
WEBSITE VISITS: from 25.000 to 35.000/month
6 months duration: from November 7th, 2012 to May 6th, 2013
:
November 7th
Campaign Start:
- Google Search
- Google Retargeting
- Display site
- Facebook
- LinkedIn
targeting.
April 2nd
Program measures
got an overhaul,
raising its awareness
in the media.
google
search
display site
targeting
google
retargeting
FB Ads LinkedInmedia press IEFP
flyers
website
visits
Goals
Results
(average/month)
appliance
intentions
newsletter
subscription
from 25.000
to 35.000
10% of
visits
2% of
visits
59.248 16,5% 2,6%MONITORING AND OPTIMIZATION
Constant monitoring and optimizations were crucial
to the campaign's success.
January 7th
Exclusive online
promotional video
- Google display site
targeting (young people).
- Youtube: channel and
website featured area.
Plan Optimizations:
- Investment reallocation
to better performance
formats.
DECOCT FEB MAR MAYNOV JAN APR
THE IMPORTANCE OF DIGITAL
IN AN INTEGRATED MEDIA
CAMPAIGN
no. of visits no. of appliance intentions
digital campaign
NEWSLETTER SUBSCRIPTIONS: 2% of the visits
59%visits
1. THE CHALLENGE
APPLIANCE INTENTIONS: 10% of the visits
2. CAMPAIGN
3 main peaks on website visits and appliance intentions were registered:
appliance
intentions
20K
40K
60K
80K
10%
20%
30%
40%
14,8%
20,9%
47 702
72 340
76 922
16,7%