Quarry faces campaign personalises IQ membership
Driving interest in membership of the Institute of Quarrying was at the heart of a social 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 reflected in the Institute’s membership 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.
Posts were pushed out on the Institute’s social channels, including LinkedIn, Facebook and Twitter.