We proposed a tight, well-researched and flexible two-tiered strategy, following on from our key proposition “Construct: Your Future”. Tier one was based on using social media to seed conversations and drive visitors to key destinations. We developed a range of channels, including Facebook, Twitter, an Instagram-based competition, rich media lightboxes, a dedicated Spotify channel and PPC. This melded seamlessly with Tier two: Live event design and respective graphics. The striking CITB Construct: Your Future stand at various careers shows connected seamlessly with the online activity – a traditional, offline space driving people to a bank of iPads, to the core of our campaign. The campaign delivered 273,693 unique visits to the initiative’s website – a huge 82% over target. Soft KPIs such as familiarity and favourability were smashed before 3 months of the campaign had run.