MATTER & LØUT developed a training campaign for the German Retail Association (HDE) that is more than just recruiting – it is a platform. The central idea: reality check. No empty promises, but real insights into careers in retail – clear, direct, credible.
To prevent the campaign from fizzling out after a year, we took a broader strategic approach: under the umbrella of karriere-handel.de, we created a long-term brand and content platform that bundles all measures and can be continuously developed further. From the claim, logo and visual concept to the cross-channel strategy and implementation – everything from a single source.
A central component was the comprehensive video and photo production – essential because the content is used across platforms for the website, social media, ads and PR. We were responsible for everything from casting and conception to shoot planning, production and post-production. The result was an image film, 14 testimonial videos, numerous social media snippets and extensive photo material – authentic, approachable and consistently developed from the central idea.
At the same time, we redesigned and realized the website – UX-focused, clearly structured and implemented in WordPress. A filter function makes it possible to display training occupations according to interests and school-leaving qualifications; the platform forms the strategic core of the campaign.
With the go-live, everything meshed together: platform, content and channels. The digital touchpoints were used in line with the campaign idea – with editorial plans, organic content and performance-oriented campaigns on Instagram, Facebook, TikTok and via Google Ads, supplemented by creator collaborations for additional relevance and reach
