Millennials VS Manufacturing
Many millennials are taught that the best careers involve sitting at a desk and working your way up the corporate ladder. The Utah Manufacturers Association needed a campaign that would persuade millennials to reconsider that notion.
Fluid tackled this problem with a creative approach that differed from any campaign efforts done before in this industry. A strong conceptual message that focused on the power of choice appealed to the target’s affinity for self-determination and showed how they could forge their own paths and discover new opportunities.
The campaign found success as Fluid’s finely tuned media strategy zeroed in on the specific channels and placements that millennials most strongly associated with. During the campaign, UMA gathered over 11,834 new contacts, and exposed nearly 6,000 students to manufacturing-specific pathways.