Case Study: Health & Safety Campaign – Making Workplace Safety Social First
The Challenge
Workplace health and safety are critical topics for workers and managers in the Manufacturing & Logistics industry. However, traditional educational materials like PDF flyers and blogs often failed to capture attention and drive engagement among employees. The challenge was clear: how could we reframe essential—but often dry—content into something compelling and shareable on social media?
The Idea
To meet this challenge, we reimagined Randstad’s health and safety messaging for the summer campaign by adopting a social-first approach. Instead of static materials, we transformed the content into dynamic, engaging short-form videos tailored for platforms like Instagram and TikTok. By leveraging trending audio, creative transitions, and visually engaging storytelling, we turned safety tips into content that resonated with the M&L workforce.
Bringing the Concept to Life
Each piece of content was designed to align with the preferences of social media audiences while staying true to the campaign’s educational purpose. A standout example was a video inspired by a TikTok trend where seamless transitions captured attention while delivering actionable safety tips.
The content emphasized humor, relatability, and creativity without sacrificing its core message. Videos like this one demonstrated how reframing traditional messaging as social-first content could transform engagement.
Key Campaign Videos:
The Results
The campaign was a resounding success, not just in terms of engagement but in demonstrating the power of reframing traditional content for modern platforms:
Significant increases in engagement and reach compared to previous campaigns using static materials.
Positive feedback from workers and managers who found the videos relatable and actionable.
Recognition from Sprout Social, a leading social media management platform used by top brands worldwide, which expressed interest in creating a case study highlighting the campaign’s success in transforming business-centric messaging into engaging social-first content.
Why It Worked
Trend-Driven Creativity: By leveraging TikTok and Instagram trends, the campaign aligned with audience expectations while delivering essential messages.
Social-First Mindset: Prioritizing video content over static formats increased shareability and relevance.
Audience-Focused Execution: Messaging was tailored to resonate with the specific needs and challenges of the Manufacturing & Logistics workforce.
Takeaway
This campaign underscores the value of a social-first approach to corporate messaging. By creatively reimagining health and safety content, we not only increased engagement but also set a new standard for transforming business-centric campaigns into dynamic, impactful social media initiatives.
