LO Ung Omnichannel Campaign System
An integrated, multi-channel campaign built around the hashtag #najsjobb, connecting film, social media, live activation and real-world support to reach young people entering the job market.
The LO Ung campaign aimed to inform young people about their rights in the workplace ahead of summer jobs. The challenge was not only to communicate information, but to reach a young audience across platforms, formats and contexts, and create engagement strong enough to drive real action.
A unifying idea across channels
The campaign was gathered first under the hashtag #najsjobb, and later, under Fråga Facket (ask your union) creating a shared entry point across all communication. Rather than building separate executions for each channel, the idea allowed content to move between platforms, from short films and social posts to user-generated content and live interactions.
The hashtag worked both as a campaign hook and as a way to extend the conversation beyond paid media.
Format-driven content for each platform
Content was produced and adapted specifically for each platform and context:
- 6-second pre-rolls for YouTube
- 10, 20 and 60-second films for ads and social
- Platform-specific edits for Instagram, Facebook, and YouTube
- Two TikTok-focused mini campaigns driving awareness of the hotline
Street interviews and live formats were used to create authentic, relatable content, edited and distributed across channels.
The system allowed continuous production and iteration, with new material added over time, including interviews in Almedalen and follow-up content from events.
From awareness to participation
The campaign was designed not only to inform, but to involve.
- Social media encouraged interaction through #najsjobb
- Visitors and participants contributed their own content
- Events and on-site activations extended the campaign into physical space
- A hotline function provided a direct link to real support
The hotline itself was a client solution, and it created a clear bridge between communication and action.
Result
The result was an omnichannel communication system where each channel had a clear role, but all contributed to a shared experience.
Rather than a one-off campaign, the work evolved over time, combining storytelling, participation and practical support into a cohesive structure.
Alongside the campaign, a visual identity and set of guidelines were developed to ensure consistency across all touchpoints. Read more here