The Drum Awards Festival - Social Purpose

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Marketing Awards Case Studies The Drum Awards

How Pot Noodle's Twitch stream helped 150 young people land a job


By Awards Analyst | writer

December 6, 2022 | 5 min read

Pot Noodle and Raptor Marketing won the award for Best Virtual or Live Streaming Experience at The Drum Awards for Experience. Here, we find out more about this successful project.

Pot Noodle

Pot Noodle

The brief

Throughout the Covid-19 pandemic, students were hit by skyrocketing unemployment, job losses and a lack of internship opportunities. According to an ONS report, in 2021, long-term youth unemployment hit a five-year high. With a deep-rooted connection to the student market, Pot Noodle briefed Raptor Marketing to embark on a mission to help tackle this rising youth unemployment crisis, adopting a purpose-driven strategy to drive brand advocacy.

The idea

Raptor conducted in-depth student insight. The findings were clear - there was a real need for young people to secure paid internship opportunities that could provide tangible, real-world experience. Along with this, a need for an accessible, engaging and fun Careers Fair featuring jobs outside the traditional industries.

Pot Noodle Internships was born - a platform involving 150 companies offering paid internships in seven industries notoriously difficult to break into film, music, fashion, sport, publishing, tech, and gaming. Raptor developed a new website in partnership with Gen Z recruitment company GradBay featuring internship listings, an integrated application portal, and resources for those aged 16-24.

From the student insight, Raptor landed on a live streaming experience as an inclusive solution to drive traffic and applications to the internship website. The Virtual Alternative Careers Fair streamed live on Twitch was a first for both Unilever and the UK, the first Careers Fair on the platform.

Opting for a live stream on Twitch was a movement centered around its user base. 75% of Twitch viewers are aged between 16 and 34, closely aligning with Pot Noodle’s target audience.

Hosted across two days, each hour of content focused on a particular industry. The segments featured Q&As with representatives from the 150 companies, along with interactive challenges. Viewers could win high-value prizes by scanning an on-screen link, which redirected them to the internship site. Most importantly, the stream was accessible to all young people and there weren't any barriers to attending. It allowed those interested in alternative industries to directly engage with educational content and take their next steps in finding paid opportunities.

The complex production involved two studio setups, which were alternated in real-time. The stream utilized multiple audio and visual channels, which required adjustment per segment, moving from table mics to LAV mics and between five different cameras.

The results

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In terms of direct results, the internships received 3,500 applications, resulting in 150 young people securing paid work as a result of the campaign. The live stream was the primary driver of this success, with 9,516 live viewers converting to 21,445 visits to during the stream. Perhaps the most important result is that many of the companies have now offered full-time roles to the students they hired through our campaign, leaving a lasting positive impact on the lives of young people across the UK.

This campaign was a winner at The Drum Awards for Experience in 2022. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

Marketing Awards Case Studies The Drum Awards

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