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Understanding the target audience
A recruitment campaign only works when it strikes the right chord. We started by gathering insights directly from the target group: What motivates craftsmen? What doubts do they have when working from a freelance basis to working for a employer? Why do traditional campaigns often miss the mark?
Based on these findings, we built a narrative that feels honest, recognisable and human, a story in which an actor steps into the shoes of a craftsman questioning his next step, guided through a real working day at Livingstone.
Instead of a typical list of benefits, we chose a dialogue led narrative where voice-over and actor interact.This created a natural rhythm of recognition, curiosity and encouragement.
Six months of preparation ensured every detail, locations, scenes, spoken lines, aligned perfectly with the reality of Livingstone’s work and the expectations of the target group.
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Production & measurable results
The production took place across multiple locations within Livingstone’s portfolio, from luxury villas to challenging film settings in rainy construction environments and technical spaces. We worked with a full crew, collaborated with a professional actor, and used creative techniques to keep the narrative vivid and engaging.
Two main shoot days were required to perfect the dialogue-led performance. A third studio day allowed us to capture supplementary voice-overs.
In editing, we expanded the Livingstone visual identity through motion branding, and carried the same style across photography and motion design.
The campaign delivered over 25 different assets, including films, motion posters, social clips and photography. These were distributed by an external marketing partner across Meta, Google Ads and DOOH (abri’s, narrowcasting).
Results after two months:
200,000+ people reached via Google Ads & Social Ads
4,000+ website clicks
CTR: 3.56% (Google)
CTR: 0.96% (social)
15 qualified craftsmen applied as a direct result of the campaign
For context:
Typical CTR for recruitment via Google Search: 2–5%
Average CTR for Social Ads in recruitment: 0.5–1%
Given the tight labour market and the short campaign period, these results outperform industry benchmarks.
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A strong example of integrated employer branding
The campaign generated not only visibility, but tangible impact: applications, engagement and meaningful traffic. By combining a recognisable visual style, audience-specific storytelling and a strategic collaboration between creation and distribution, the Livingstone campaign became a powerful example of what integrated employer branding can achieve in practice.
video deliverables 16x9