Bus driver shortages hit Stagecoach hard, leading to cancelled services and unhappy customers. Despite recruitment efforts, the problem persisted. The East Midlands team, spread across nine depots, needed more drivers, especially in certain areas that required extra focus and investment.
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We kicked off a video campaign funnel to boost driver applications. The hero video, aired on TV and social media, featured a kid with big dreams of driving a bus. To show the real deal, we made case study films with actual Stagecoach drivers, capturing their day-to-day camaraderie and dedication.
The campaign was a huge success slashing driver shortages by 77% in 18 months. It boosted the clickthrough rate to the conversion page by 86%, racked up 1.6 million views, cut the cost-per-click by 39%, and increased the click-through rate from 0.4% to 1.06%. Talk about shifting gears!
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