Imagine a world where your brand isn’t just seen but felt, where campaigns don’t just talk but dance, engage audiences, and spark action. That’s the essence of JACK RYAN, the UK’s fastest growing media agency. Rooted in Science and innovation across an array of sectors, JACK RYAN is revolutionising the advertising agency model, embarking on a mission to elevate brands in a data-focussed approach with humanity. The signature electric pink blend of Science and Innovation is at the forefront, empowering some of the most recognisable names with distinctive, compelling, and behaviour-changing campaigns. These not only resonate with audiences but also drive performance and establish new benchmarks. JACK RYAN is not just any agency; transcending the boundaries of conventional advertising and venturing into a realm where brands are not merely seen but deeply felt, all in a quantifiable way. In this world, campaigns do not simply speak—they sing, dance, and resonate with the audience's very heartbeat. This venture into advertising is not just a practice; it's built on science.

Driving Success: Data-led Innovation Revved Up Talent Recruitment for First.

FirstGroup plc, Britain's leading transport group, is excited to reveal a dynamic partnership with the JACK RYAN. This collaboration ushers in First' inaugural national recruitment campaign, showcasing across digital, print, and out-of-home.

The national talent attraction task was to orchestrate a data-led and high performance campaign, targeting driving careers at First Bus.

The campaign's objective was not just to elevate the brand's profile but also to resonate with a broad audience, showcasing First Bus as a top employer in the transportation sector. This initiative was pivotal, considering First Group's significant footprint in the UK's transport landscape, employing a vast workforce and connecting communities across the nation.

Opportunity

The opportunity presented by this campaign was twofold. Firstly, it aimed to leverage the principles of behavioural change theory, rooted in marketing science, to effectively influence and engage the target audience.

This approach meant understanding and tapping into the psychological journey of potential applicants, guiding them from awareness to action. Secondly, the campaign sought to capitalise on the growing importance of sustainable and reliable public transport in the UK, positioning First Bus as an employer of choice in this evolving market.

Utilising both marketing science principles and actions allowed for a more calculated and impactful approach, ensuring that each campaign element was strategically aligned with the desired behavioural outcomes.

Execution

Front of Mind Status reinforced with high performance media.

The campaign was executed through a strategic mix of high-impact and multi-frequency advertising across various channels:

Digital Platforms: Utilised Meta Platforms and Programmatic advertising, complemented by re-targeted search strategies.
Data Tracking: Employed proprietary data tracking for attribution modelling across all channels.
Out of Home Advertising: Featured impact sites across major UK cities like Bristol, Leeds, and Glasgow, including significant out-of-home advertising.
Print Media: Executed a cover wrap of the national Metro newspaper, ensuring widespread visibility.

This comprehensive approach ensured a robust presence across digital and physical advertising spaces, ensuring a front of mind status which was then followed by high performance media channels.

Effectiveness

The campaign's effectiveness was evident in its impressive results:

A 10.96% uplift in application engagement nationally, indicating a significant increase in interest among potential applicants.
A 50% reduction in cost per acquisition, showcasing the campaign's cost-effectiveness and efficient use of resources.
Averaging 3.6 days from initial touchpoint to application, demonstrating the campaign's ability to rapidly convert interest into action.

JACK RYAN continues to work with First Bus as their national agency, expanding the campaign's reach. The ongoing efforts aim to inspire a broader audience, including those not actively seeking driving careers, thereby continuing to deliver on campaign objectives and reinforcing First Group's position as a leading employer in the public transport sector.