Social media campaign: Deutsche Bahn uses the influencer “Uschi” to attract trainees and dual students.
The 82-year-old influencer “Uschi” goes online for Deutsche Bahn: At the beginning of February, the social media campaign for vocational training or a dual course of study at Deutsche Bahn started. 16 video ads were produced for Instagram, Facebook and Snapchat.
As part of the umbrella campaign “Welcome, you fit in with us”, the digital creative agency Buddybrand has developed a campaign with video ads for Instagram, Facebook and Snapchat, with which the transport and logistics service provider is strengthening its position as an employer brand. With the image campaign, Deutsche Bahn also wants to target young women for the 50 apprenticeships and the 25 study programs as part of the dual study program.
Buddybrand has therefore deliberately chosen a female protagonist. With “Uschi”, an 82-year-old influencer who is known from the YouTube channels “Senioren Zocken” and “Oma Geht Steil”, a very special address was chosen.
A total of 16 video ads were produced for Instagram, Facebook and Snapchat. Each video highlights specific benefits, for example the guaranteed takeover with job guarantee after an apprenticeship or studies, the permanent contact person or free trips.
