The BC Building Trades Union sought to spark renewed interest in careers in the skilled trades and increase traffic to the College of the BC Buidling Trades website. Pursuit Marketing led the campaign from concept to execution, including the development of the unifying slogan “Build Your City”—a call to action that reframed trades work as a vital, respected, and future-building career path.

To shift perceptions and reach a broader audience, we created a dynamic suite of content, including YouTube videos, TikTok Reels, and static ads designed to inspire and inform. Our full-funnel digital strategy leveraged a blend of Meta, TikTok, and YouTube advertising to maximize reach and engagement across different channels. Our team of graphic designer and video editors created content tailored to each platform using the BC Building Trades Union existing content. We tested a variety of video styles, video lengths and static image ads to learn what ad creative the audience responded to.

The results were powerful:

• 1 million video views
• 5,000 website clicks
• A total media spend of $9,000

Beyond performance metrics, the campaign delivered valuable audience insights. Contrary to initial assumptions, our data revealed the most responsive segment was not high school graduates, but career changers aged 25–34—insight that will inform future recruitment efforts.