Animation for apprenticeships.

Aeroplane and sky animation with clouds

We recently created a video for our client, Cobham, looking to attract millennials for their apprenticeship and graduate schemes. They wanted to show potential candidates they can make a difference and be inspired, all while they achieve great things for their own careers.

The message was clear and all talent acquisition strategy boxes were ticked; be clear about how your brand is making a difference; what are your brand behaviours; and what expectations and rewards are likely.

But this was a traditional engineering brand looking to attract an enthusiastic new generation.

Dunks Brain turned things upside down and took advantage of ‘moving images’ as Heike Young, Global Content Lead at recommends. Millennials like moving images.

Young explains that moving pictures, animations and video-centric social strategies are what we will see much more of as this generation becomes the workforce of the future. And we decided this was the perfect way to tell the Cobham story.

We’re all delighted with the outcome, client included, and now we continue to watch as Cobham works to reach a whole new motivated and enthusiastic audience – to help grow into a future of enthusiasm for engineering.

Engagement – the silver bullet metric?

Pink thumb like icon on blackboard

I’m evaluating success for 3 different clients. I’m not looking at the obvious commercial results, which are of course an ultimate goal, rather looking at how to understand and measure the success of design engagement.

Understanding your definition of “engagement” could be a silver-bullet metric, especially for those frustrating campaign update meetings with your boss.

Platforms, printed media, digital media, groups, influencers – it’s a minefield. Design and content has to work everywhere. Publisher Dao Nguyen of BuzzFeed thinks about publishing in the age of “distributed content”. (I like this, even though he’s about as far as I could get from B2B.)

Close to 75% of the company’s content is never viewed on their site and therefore difficult to measure. Rather it’s crafted for sharing on networks like Facebook, Twitter and Pinterest. He agrees there’s no single silver-bullet measure and I think my B2B colleagues could learn a lesson.

We’re used to complex sales cycles, including everything from event attendance, posters, flyers, referrals, email campaigns, blogs and face-to-face meetings. Business development is not a linear process, that’s for sure. So maybe engagement is a view across all this good work?

Regardless, as I look at the results of campaign design I can see that in the end, what “engagement” looks like, can be very different. But each design project starts in exactly the same way. And that is, what does “engagement” mean for you?

Dunk Design white crest

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