The task was to attract recent immigrants who feel uncomfortable in a foreign country and help them adapt to their new environment. The campaign was based on the insight that newcomers often feel like small, helpless children. Our goal was to draw attention to Career Pathway, a community dedicated to helping immigrants adapt to their new circumstances. This community offers networking opportunities, assistance in finding initial projects, language skill improvement, psychological and physical support.
The concept involved portraying adults from various professions as bewildered children facing common immigration challenges in a series of performances. This imagery emphasized the vulnerability and confusion immigrants often experience, highlighting the support and guidance available through Career Pathway.
Without the use of neural networks, such a concept would have been difficult to execute due to its high cost and the complexity of the implementation. The advanced capabilities of AI made it possible to create a compelling, relatable narrative that effectively communicates the message.
We came up with the idea to portray different adults in the image of children who are in a big city, thereby getting into our insight, which responds to people. The creatives were generated using artificial intelligence, but they turned out to be extremely successful, realistic and sensual. Our work has been posted on several social networks: Facebook, Telegram, Instagram and LinkedIn.
The campaign, run on Meta and Google Ads, aimed to cover target audiences evenly without optimization biases. The results significantly surpassed industry benchmarks, showcasing the campaign's high effectiveness.
On Google, ads appeared over 1,300 times for target keywords, achieving an average CTR of over 13%, well above the industry benchmark of 3.17%. This indicates a highly engaging ad performance that resonates strongly with the target audience.
On Meta platforms, over 50,000 unique users saw the ads, resulting in an average engagement rate (ER) of 1.38%, with half of the interactions leading to landing page clicks and the other half to social engagements. This ER significantly exceeds the Meta benchmark of 0.90%, highlighting the campaign's effectiveness in driving user interaction and engagement beyond typical expectations.
These outstanding results demonstrate the campaign's success in engaging and converting the target audience, setting a high standard for future advertising efforts.
