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ALL

FOR

AMSTERDAM

AN EMPLOYER BRANDING FORMAT TO SHOWCASE PRIDE & DIVERSITY

Virals

Million Reached

ALL FOR AMSTERDAM

Background
The City of Amsterdam wanted to strengthen its employer brand and show that working for the city is all about diversity, passion and pride. Always-on content brought this to life.

Concept & execution
The EVP 'All for Amsterdam' puts real employees front and centre – from the streets to the city hall. Through always-on social media content, stories and videos were continuously shared reflecting the diversity and energy of the city.

Results

The campaign generated strong engagement and enthusiastic responses from current and future colleagues. Reach grew significantly and the sense of belonging
and pride within the organisation received a major boost.
Multiple posts were among the year's best scoring Instagram

posts. Coming from this popular and most engaged social account of all cities, this says a lot!

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2019-2026

PFZW - Social Videoformats with millions views a season

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The Netherlands’ biggest pension fund had one big challenge: reaching young people. So we created four video formats built for how they actually watch—fast, smart, and made to stick. The result? Together, those formats pulled in more viewers than the country’s biggest TV titles. Not bad for “pensions.”

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2019-2026

PFZW - Social Videoformats with millions views a season

Brand Strategy

Social Media Content

FMCG

The Netherlands’ biggest pension fund had one big challenge: reaching young people. So we created four video formats built for how they actually watch—fast, smart, and made to stick. The result? Together, those formats pulled in more viewers than the country’s biggest TV titles. Not bad for “pensions.”

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2019-2026

PFZW - Social Videoformats with millions views a season

Brand Strategy

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ABOUT THIS CASE

SOME TEAMMEMBERS &
THINGS THEY SAY

"Great employer branding starts with an honest story. People see right through it when it’s off, and they feel just as quickly when it’s real."

Thamar Bos

Senior Social Media Manager

What is our biggest social challenge... Tapping into culture: you really have to understand how to connect with your audience in your own authentic way. See our work for LTO-Noord

Thamar Bos

Senior Social Media Manager

"Great employer branding starts with an honest story. People see right through it when it’s off, and they feel just as quickly when it’s real."

Thamar Bos

Senior Social Media Manager

An important part of employer branding on social is making sure that 1) it fits the platform and social guidelines, and 2) it actually supports the social media team. A format that helps the channel go viral is a win-win for both HR and social.

Tim

Strategy Director

How I look at Creativity? AI does not dream for us. It expands the limits of what we dare to imagine. Where Art work impressed people before, now it dances with us. See our work for Robin Radar

Tim

Strategy Director

An important part of employer branding on social is making sure that 1) it fits the platform and social guidelines, and 2) it actually supports the social media team. A format that helps the channel go viral is a win-win for both HR and social.

Tim

Strategy Director