Woman in a black hat poses beneath a curved, layered concrete building with trees and greenery growing on its terraces
Submitted by Kobe

BCA Career Fair Iconic Infrastructure Influencer Campaign

Influencer Marketing

Kobe recruited 20 micro influencers to share iconic Singapore infrastructure on Instagram and Facebook for the Building and Construction Authority career fair, reporting 445.8K outreach.

445.8KOutreach
20Micro Influencers

About the campaign

The Building and Construction Authority promoted its career fair through Kobe and 20 micro influencers, and the agency reports 445,813 outreach. BCA wanted to encourage more individuals to join the built environment in Singapore. It chose social media marketing as the way to promote its upcoming career fair.

The agency set out to get 20 micro influencers to take part in the campaign. Each influencer shared the infrastructure in Singapore that they found most iconic. The posts ran on Instagram and Facebook as part of the promotion for the BCA career fair. The agency built the whole strategy around this single prompt about iconic infrastructure.

The agency reports 445,813 outreach from the campaign. The agency states that the posts generated interested parties in joining BCA. Those parties were people interested in a fulfilling career with BCA in the built environment.

Case in 60 seconds

The Building and Construction Authority wanted to encourage more individuals to join the built environment, so it planned to use social media marketing to promote its upcoming career fair to potential recruits.

Familiar landmarks make an abstract industry personal, because a person asked to name their most iconic piece of Singapore infrastructure is already thinking about what the built environment produces and who builds it.

Kobe built the career fair promotion around personal choice, with each micro influencer sharing the piece of Singapore infrastructure they found most iconic, which put the built environment into everyday social posts.

Kobe recruited 20 micro influencers, each of whom shared their most iconic infrastructure in Singapore on Instagram and Facebook, using those posts to promote the Building and Construction Authority career fair to their audiences.

Kobe reports 445,813 outreach from the influencer posts, and states that the campaign generated parties interested in joining BCA for a fulfilling career, though it gives no count of those parties.

Strategy Breakdown

Individuals who could be encouraged to join the built environment in Singapore, reached through the audiences of 20 micro influencers on Instagram and Facebook.
Careers in the built environment do not carry an obvious social media hook, so BCA needed content that gave construction a subject people would choose to post about.
BCA acts as the host of the career fair and the authority for the sector, while the micro influencers carry the conversation about the infrastructure the sector builds.
People talk readily about places they consider iconic, so inviting a personal choice of infrastructure turns a recruitment brief into a post about the city and its landmarks.

Creative & Execution System

Assets & channels

  • Instagram
  • Facebook

Partners

  • Kobe

Results & Evidence

MetricValue
Outreach445.8K outreach
Micro Influencers20 micro influencers

Why Kobe's strategy worked

  1. 1

    A public body recruiting into a technical sector can open with the sector's visible output, because infrastructure people already recognise gives a career message a concrete subject before it asks anything of them.

  2. 2

    Spreading one theme across many micro influencers who each pick their own example produces varied posts, which keeps a single recruitment ask from repeating identically across feeds.

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