Awareness for job security guard at Dienst Justitiële Inrichtingen
Dienst Justitiele Inrichtingen (DJI), with some’n 16,000 employees, is responsible for the daily care of detainees in 50 correctional facilities throughout the Netherlands. The place where they work together to return to society. They do this because they know that every inmate can soon just be someone's neighbor again. This is how they contribute to the safety of society. DJI asked Mediahuis to devise a campaign to create awareness for the work at DJI. In addition, the campaign had to contribute to the profiling of DJI as a potential employer and enthuse the target group to apply for a job as a Complex Security Officer or Security Officer for the Transport & Support Department.
Humor
Nearly 3 out of 4 Dutch people think "a day without laughter is a day not lived. After all, humor makes you subconsciously think positively about a brand. When you think of humor, you quickly think of Dumpert. The Dumpert team knows better than anyone how much impact humor has on younger audiences and immediately went to work for DJI.
Dumpert
On Dumpert you will find funny, remarkable and likeable content from all corners of the Internet. Always thought-provoking. Always viral potential. The Dumpert team created two unique and humorous videos's with a clear message for DJI's campaign. These videos's were then distributed via Dumpert's Instagram account with as many as 2.3 million followers and via a pre-roll on Dumpert.nl. And it was a success!
Also check out the pre-roll with Dumpert presenter Sylvana
The results
The campaign received a whopping 1.6 million views on Instagram. In addition, the Instagram Reel received a tidy 2% engagement rate. The DJI team also saw a significant increase in visitors to their website.
