#OnTheJob
Canada's Ocean Supercluster
As the Creative Content Lead, I took on the "OnTheJob" campaign, a project aimed at showing young Canadians how dynamic and diverse the ocean tech industry can be. Partnering with Shawn Kanungo as the host, we created a fun, up-close series of videos to spotlight hands-on career experiences. My job was to bring this content to life weekly across our social channels, using everything from 3-minute videos to quick teasers and highlights that kept audiences coming back for more.
Campaign Goals
For #OnTheJob, we set our sights on:
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3 million views to build awareness around career opportunities in ocean tech and connect with a younger, 18-35-year-old audience in Canada.
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Making our content engaging and relatable to shift perceptions about ocean tech as an industry for young, driven professionals.
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Using a fresh, playful tone to show that a career in this sector could be exciting, modern, and just a bit out of the ordinary.
Strategy
I developed a multi-platform strategy to keep our audience excited and engaged over the long term. Here’s how it came together:
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Content Selection
I pulled out clips that would spark interest in careers, like turning video game skills into real-world jobs, and moments of fun from Shawn’s experiences with our members. These kept the tone light and relatable.
Platform Presence
We posted on LinkedIn, TikTok, Facebook, Twitter, and Instagram, adjusting each piece to fit the feel of each platform.
Weekly Momentum
We launched new videos every six weeks but kept up a steady stream of content in between with behind-the-scenes shots, highlight moments, teasers, and mini-clips to keep the energy high and ensure viewers stayed connected to the story.
Outcomes and Results
The "OnTheJob" series is still running, and we’re already celebrating some amazing wins:
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We’ve met our goal of 3 million views and received incredible feedback from industry partners.
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Companies in the ocean tech field are interested in collaborating with us, showing that "OnTheJob" is resonating across the industry and bringing new energy into the sector.
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The content has sparked genuine connections with our younger audience, with comments and shares growing as viewers see themselves in these career stories.