YouTubers recruit young people for the butcher's trade
As part of the joint advertising, the German Butchers Association has for the first time realized a young talent commercial with social media influencers. Influencers are personalities who have a large number of followers on social networks. This mostly consists of young people who share similar interests as the influencers whose fans they are.
The DFV now had the opportunity to shoot a short film about training in the butcher's trade with two very successful personalities on the German-speaking YouTube. The clip was created by two members of the PietSmiet group, namesake Peter Smits and co-founder Jonathan "Jay" Apelt. PietSmiet is followed by over 2,2 million mostly young fans on YouTube alone.
The experienced YouTubers knew exactly how to design a contribution in order to keep their viewers on the screen for more than a few seconds. This knowledge has had a major impact on the content of the clip. In a relaxed and entertaining way, Peter and Jay accompany two master butchers as they cut and prepare a steak.
The film was shot in Hamburg, in a branch of the Beisser butcher's. The owner of the butcher's shop Beisser, master butcher Claas Habben, and the member of the new national butchery team, Max Münch, were available as experts from the butcher's trade. In their video clip, the authors not only make it clear that the butcher's profession is diverse and attractive, but they also spread this message in their very own way on social media, especially on YouTube, Instagram and Facebook.
Immediately after the two-day shoot, the influencers posted a first picture of the action on Instagram. Within one day, the contribution was positively rated and commented on around 13.000 times. Over 99 percent of the comments were positive. The clip itself was viewed over 100.000 times in the first twelve hours after it was published and was largely rated positively.
The clip is supplemented by advertising placements on social media in order to further promote its dissemination. The aim of the campaign is to use the awareness and influence of the influencers to advertise training in the butcher's trade and to make the national butchery team better known.
