“What Not to Say in an Interview”

by JBH Client: Reed in Partnership (YESldn)

YESldn is a non-profit branch of employability specialists committed to helping young people from London into work. To raise awareness of its service, the brand commissioned content agency JBH, who in turn enlisted the help of multi-talented comedy trio The Wall of Comedy.

Brief

  • To create a unique, well-targeted influencer campaign for the brand’s hard-to-reach demographic.
  • To develop a series of videos to be used across web and social platforms

Objectives

  • Drive sign-ups to the free service
  • Raise brand awareness for YESldn and create a buzz around its service

Creative Approach

For its hugely successful spring campaign, the brand commissioned JBH to develop a series of humorous videos to help get its target audience interested in the brand.

Embracing youth culture

The buzzword of the moment, it was clear that influencer marketing was going to be key in reaching and building credibility with this difficult to reach demographic. With their humorous viewpoints and huge social following in the right demographic the faces behind The Wall of Comedy seemed to be the obvious choice.

Founded by creators of Youtube series Mandem On The Wall and stars of E4’s Youngers (Joivan Wade, Dee Kartier and Percelle Ascott), the Wall of Comedy is dedicated to creating and sharing video content from the finest funny online talent. As Mandem on the Wall, the three discuss everything from serious social issues to youth culture and their daily antics, using humour to bring these stories to life and resonate with their audience.

Jane Hunt, marketing director at JBH said, “Working on this campaign has been a dream. From the off, we knew that our audience were tough to reach and influence. Joivan, Dee and Percelle were so passionate about the objectives of the Yes London campaign and really wanted to do it justice. The boys challenged our thinking every step of the way – their professionalism and creativity took the campaign further than we could ever have hoped.”

“It was so important to JBH and Yes London that the videos would appeal to the Wall of Comedy audience. The guys didn’t just star in the sketches – they also wrote, directed and produced the videos themselves to ensure that stayed authentic to their audiences on social, building massive reach and credibility for Yes London program in the process.

Results

With more than 6,000 post engagements, a combined reach of nearly 2.5 million and a 140% boost to service sign-ups, the success of the campaign is clear to see for all involved. But what did the boys themselves have to say about the campaign?

Percelle Ascott of the Wall of Comedy said “We really enjoyed collaborating with JBH and Reed in Partnership to create the sketches and raise awareness of an important issue currently affecting young people. The content reached almost 2million on Facebook and generated over 140,000 in shares/comments – sparking much needed discussions”.

Target Audience

This campaign was aimed at a difficult to reach audience. The programme aims to support young ethnic minority Londoners, as well as young people who have experienced issues with mental health, drugs and alcohol and/or homelessness and it was these people and their families the brand were reaching out to.