Sailing Into the Future: Inspiring Young Talent in Inland Navigation
Transforming inland navigation’s image with a youth-focused campaign, inspiring students to see the industry as an exciting career path through storytelling and digital engagement.
The Business Challenge
How do you change perceptions of inland navigation and inspire studentsaged 15–18 to see it as an exciting and viable career path?
The Diagnosis
Inland navigation faced outdated perceptions, making it unappealing to students aged 15–18. To spark interest, VVDB needed to reshape its image, speak to their ambitions, and connect with their digital habits in a compelling way.
The Solution
We put young professionals in the sector at the forefront, turning their stories into compelling content across the platforms that matter most to our audience. Through in-depth research, we identified the key motivators and interests of students aged 15–18, tailoring our messaging accordingly. Using precision targeting, we ensured our content reached the right places—Snapchat, YouTube, and TikTok—where our audience is most active.
We developed a targeted recruitment campaign that resonated with students, combining a clear strategy with engaging content. By leveraging paid media and digital marketing, we maximised reach, engagement, and impact.
The Results
20M views and 95K+ clicks
engaging audiences on TikTok, YouTube, andSnapchat.
5M+ YouTube views
TikTok saw thousands of likes and shares, and Snapchat drove tens of thousands of visits
30K+ clicks on YouTube
and 76K visits via Snapchat to the website.
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