Quarry Faces Campaign Personalises IQ Membership
Driving interest in membership of the Institute of Quarrying was at the heart of a social media campaign called ‘Quarry Faces’.
The mineral extractives industry has an ageing demographic and less than 10 per cent of the workforce is female. This is subsequently reflected in the Institute’s membership social profile.
So we developed a campaign creative designed to appeal to a younger audience and to demystify membership by focusing on the personal benefits and word of mouth endorsement from real members.
Social media posts were pushed out on the Institute’s social channels, including LinkedIn, Facebook and Twitter.