BT's Female-Focused Recruitment Campaign
BT has traditionally seen a predominantly male audience, with a lingering perception that its brand doesn’t resonate with women. The objective of this campaign was clear: boost awareness among female audiences, reshape how women perceive BT, and ultimately encourage more women to pursue careers within BT and the wider tech sector.
We strategically activated the campaign across BT’s key hub locations: Birmingham, Manchester, Bristol, Belfast, Cardiff, and Dundee. London ran separately to optimise budget allocation.
A broad suite of creative assets was implemented, with a planned refresh every two weeks. However, we soon discovered that extending each creative’s runtime to 3–4 weeks significantly improved engagement. The standout content? Short-form videos featuring real women working at BT: authentic, relatable, and impactful.
Thanks to strong performance, BT extended the campaign by an additional three months, with an increased budget. This allowed us to introduce TikTok to the channel mix, a move that paid off. The platform’s advanced female-targeting capabilities enabled us to reach and engage the right audience, generating over 4 million impressions in just three months.