IMI spreads the word with awareness campaign

The Institute of the Motor Industry’s digital campaign to raise awareness of the sector and improve the perception of the automotive industry has been a significant success.

Launched last September, There’s More to Motor has been promoted across multiple platforms and in little more than three months has achieved more than five million impressions and 35,000 conversions.

The aim of the campaign is to encourage individuals to consider a career in automotive by debunking stereotypes and sharing success stories and case studies.

Sally Hodder, head of equity, diversity, inclusion and belonging at the IMI, said: “Not only did we achieve our objective of making significant inroads in changing perceptions of the automotive sector, but we surpassed industry benchmarks with our innovative campaign and achieved impressive results across multiple platforms.

“Our most valuable conversion goal was to get users clicking through to partner sites where they can browse and apply for job opportunities; we saw more than 2,000 conversions for this proving how relevant the ads were for the audience.

“The campaign has certainly raised awareness for jobs across the automotive sector. However, there is still much to do to continue raising awareness and improving the overall impression of the jobs available in automotive so that we can continue to fill the growing skills gaps across the industry.”

Phase two of the campaign will utilise a wider range of ad placements, with a focus on the social platforms that proved most successful in phase one.