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Executive Director, Brand Strategy and Innovation, Kolle Rebbe
Instead of using mobile devices to broadcast their lives and seek internet fame, millennials in Germany are more keen on connecting with friends one-on-one and sharing special moments. When Bundesagentur für Arbeit—Germany’s federal employment agency—enlisted Kolle Rebbe to reach this audience, the company tapped into this behavior through a campaign on WhatsApp using chatbots, hashtags and influencers. eMarketer’s Sean Creamer spoke with Tim Keller, executive director of brand strategy and innovation at Kolle Rebbe, about the execution and results of the mobile-first campaign.
eMarketer: What was the goal for Bundesagentur für Arbeit’s campaign targeted at millennials?
Tim Keller: Bundesagentur für Arbeit wanted to launch a campaign focused on helping the younger generation find jobs. The goal was to inform millennials that there are new possibilities to explore in trades, craftsmanships and other fields, and that a career doesn’t always require someone to attend university. To reach millennials, we started a mobile-first campaign on WhatsApp using chatbots, hashtags and influencers to reach young Germans.