Webisode series in partnership with mikeroweWORKS Foundation and Direct Energy Services Brands
“Hot Under the Blue Collar with Mike Rowe” is a webisode series created to dispel myths about the skilled trades industry and jobs within it. Watch and discover the surprising truth about the benefits, rewards and opportunity that blue collar careers provide.
Epsidode 1: Myth – There are no good jobs in America.
Episode 2: Myth – The only path to a good job is a four-year degree.
Episode: 4 – Myth: Skilled jobs do not pay well.
Episode: 7 – Myth: White collar is better than blue collar.
The “Hot Under the Blue Collar with Mike Rowe” series was promoted on social media and supported by a digital campaign that drove interested job seekers to findskilledjobs.com.
Findskilledjobs.com was an excellent recruitment tool for the skilled trades.
The 11 episodes in the series were released in a weekly cadence.
The site included tips from Mike, details on the types of jobs available and an infographic full of statistics.
Digital display ads drove traffic to the site with compelling messaging that featured Mike Rowe.
The campaign garnered 6.5 million video views, which exceeded the objective of 3 million views by more than 100 percent.
The campaign drove more than 120,000 visits, or sessions to findskilledjobs.com.
This exceeded the objective by 20%.
100% increase in job applications over a seven-month period.
This exceeded the objective by more than 200%. The client also reported substantial year-over-year increase in traffic to the careers pages for One Hour Air & Heating, Benjamin Franklin Plumbing and Mister Sparky Electric.
The client reported a 7.4% increase in same-store sales for the year.
Traditional and digital advertising for the client’s services continued to run while the “Hot Under the Blue Collar” series was released.