Lakeland are one of the UK's home shopping pioneers offering a respected collection of creative kitchenware, practical ideas for the home and garden, and inspiring gifts from all over the world.
Christmas is one of the busiest time of the year at Lakeland with over 100,000 parcels per week leaving their distribution centre.
Challenge
Lakeland needed to recruit a large number of Christmas helpers to work at their Distribution Centre in Kendal from October to the end of January on temporary contracts, but the location is a notoriously tight employment market.
Approach
The Message Partnership developed a range of messages and materials aimed at reminding everyone locally about the extraordinary popularity of the products from a successful local company. And moved for the first time from press to a purely social approach. Social campaigns were developed on Facebook and Twitter with targeting focused on pin drops on local bus routes leading to a conversion landing page dedicated to the campaign.
Results
In the first month of the three-month campaign applications had matched the total received in the previous year. As well as a combined reach for both Facebook and Twitter accounts of 26,767 which also served to build wider awareness and empathy in addition to the recruitment goal.
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The big idea
Lakeland, an extraordinary place to shop and work.
