Wind Energy Ireland
The Challenge
To create a social media campaign that promotes careers in wind energy among school leavers and university students, highlighting the diverse range of careers available in Ireland’s growing renewable energy sector.
The Approach
Our key insight for the campaign was that Young People aged 16+ are highly motivated by the climate crisis and want to aspire to a career that does not contribute to the problem, but instead can help work towards a solution.
The campaign focused on leveraging social media platforms, with Instagram, TikTok, and YouTube as the primary channels to engage the target audience. Branded hashtags were utilised to increase visibility. Visually appealing and engaging content, including short videos, reels, and infographics, was created to capture attention.
The campaign showcased diverse roles within the wind industry and highlighted personal stories of individuals making a meaningful impact. Partnerships with micro-influencers passionate about climate action helped to amplify the message and extend its reach.
Video marketing efforts centred on YouTube, where a series of short, engaging videos featuring young professionals was produced. TikTok was also used to share short, catchy videos designed to go viral.
A portion of the campaign’s budget was allocated to paid social media advertising. Ads targeted demographics aged 16 to 25 with interests in climate action, sustainability, and career planning, focusing on audiences within the UK. Various ad formats, including carousel, video, and stories, were employed to capture attention and drive engagement.
Each ad included a clear call-to-action, directing users to the WorkInWind.ie website to learn more about opportunities within the wind industry.
The Results
During the campaign, Instagram made solid gains, with views hitting 436.1k—a 2.1% increase. But the real standout was reach, which skyrocketed by an incredible 853.5% to 66.6k. Link clicks, the campaign's key goal, also saw a healthy 9.5% boost, reaching 2.6k.
On LinkedIn, the campaign focused on organic content, and the results were impressive. Impressions jumped by 69.4% to over 310k, while reactions grew by 66.8% to 3,689. Link clicks totalled 13,705, nearly all of them organic. Tanya O’Rilley’s video was a highlight, driving 3,273 clicks and garnering 28k views and 645 reactions.
TikTok delivered over 1.1 million impressions and 6,336 destination clicks, making it the campaign’s top performer. Tanya’s video led the pack with 397k impressions, 2,120 clicks, and an ultra-low CPC of €0.20. Patrick and Kate Marie’s videos weren’t far behind, each generating over 380k impressions, more than 2k clicks, and CPCs under €0.22.
TikTok’s success came down to smart targeting and its perfect alignment with our younger, highly engaged audience.
