An innovative digital strategy to attract Gen Z

AGP

Social networks

Present in Quebec for over 10 years, AGP Assurance is an insurance broker for individuals, businesses, and claims. With the goal of recruiting mostly student staff, AGP turned to Imédia’s digital services for the development of an organic advertising strategy on social networks specific to Gen Z. Designed based on the company’s new brand image, this employer campaign also aimed to raise AGP’s profile among the public and the competition.

Services offered

Objective: Acquire new talent (80% students and 20% experts)

Based in :
Montreal, QC

Company size :
50-99 employees

Industry:
Insurance agencies

Employed strategies

1

Promote the brand and communicate its new image

2

Increase awareness among competitors (insurers) and find experienced people

3

Acquire new talent (employer branding)

Gen Zers were born between 1995 and 2010, and this generation has grown up with an emphasis on mobility and hyperconnectivity. These young people are community-oriented, inclusive, and realistic. They gather information from numerous sources, mainly digital, before trying a new experience. To reach them, we aimed for interactivity in all variations of our work and adopted an inclusive, lightweight, and humorous tone in the content.

Comment ?

Building on the established brand image that combined vibrant colours and endearing avatars, we produced visuals that quickly catch the eye. We also created fun photo content featuring employees in their relaxed work environment. The artistic direction of the photos allowed us to present the team in a series of organic posts that generated maximum interactions.

The figures speak for themselves

Campaign actions were implemented on Facebook, Instagram, LinkedIn, and TikTok. On Facebook and Instagram, we achieved an engagement rate of 5%, representing a 130% increase since we took on the assignment. The average click-through rate is 1.15%, and the TikTok account has gained 104 followers since its creation.