One Degree is a disruptive digital hiring platform that was developed to accommodate the needs of contract-based working in the contemporary job market. DUO, a specialist technology PR and digital marketing agency, was contracted to help the new brand build a presence and profile in the industry.
The platform matches employers directly and in real-time with high-quality, experienced independent tech contractors. Meanwhile, contractors on the One Degree platform are also served opportunities directly, based on their skills, rates and availability. Disruptors – by their nature – shake up industries, which necessitates carefully cultivating brand credibility and trust in the industries they serve.
In order to build brand awareness underpinned by credibility and trust, DUO implemented an integrated approach that included PR, design and social media, along with utilising digital marketing channels. DUO created a thought leadership programme to differentiate the business and profiled key business executives in the media and at industry events.
Brand-building results in just six months:
- 10 thought-leadership articles were drafted to showcase One Degree’s industry insights and expertise. These articles triggered important discussions in the media and on LinkedIn about the need to revolutionise recruitment.
- These 10 articles were published 77 times in key media publications, reaching 10,525,014 people across South Africa
- DUO provided intensive media training to prepare the executives for 10 media features and interviews, including the most influential media houses in the country, such as eNCA, Business Day, and Sunday Times, among others.
- DUO nominated One Degree for two speaker opportunities, submitted two award nominations and facilitated relevant meet and greets to position representatives as relevant, important industry leaders.
- DUO created 60 organic LinkedIn posts, with 52 accompanying designed imagery in line with the One Degree CI. As added value, DUO also created social media templates and an image bank by facilitating a photo-shoot with the co-founders.
- DUO ran 7 LinkedIn campaigns over the 6-month period, reaching 251,330 targeted individuals based on their job function or job title.
One Degree co-founder and CEO Lindsay Cowan thanked DUO for the immense brand equity built in just six months, saying:
“DUO Marketing+Communications played an instrumental role in shaping and differentiating our brand voice and narrative in the South African market over the past six months. DUO’s strategy and support enabled us to not just disrupt but cut through the clutter of a very competitive category. The exceptional team consistently went above and beyond to provide opportunities and insight that supported us in achieving meaningful and authentic brand awareness and brand equity.”
If you are a disruptive business – or offer services and products that disrupt the status quo – and are struggling to land your brand positioning precisely, contact us and start the journey towards enhanced brand awareness, credibility and trust in the media.
