Challenge
Despite offering high-paying, family-sustaining careers, the construction industry has long struggled with outdated perceptions and stigmas. The Associated General Contractors of California (AGC) needed to shift this narrative to attract younger, more diverse workers to meet growing workforce demands across the state.Our approach
3fold partnered with AGC to launch the Build California initiative, an ambitious statewide movement built on community connection and real-world storytelling. We knew we couldn’t just advertise construction—we had to reintroduce it to a new generation in a way that felt personal, aspirational, and possible.We focused on what mattered most to young Californians: career potential, creativity, impact, and identity. That meant featuring real people in real careers, using dynamic visuals and close-up photography to help audiences see themselves in these roles. It meant going where they already were—on TikTok, Instagram, and other platforms that prioritize authenticity and influence.
We didn’t stop at inspiration. We created a digital-first ecosystem with branded virtual experiences, Instagram takeovers, giveaways, and online camps through Build California’s e-cademy. This wasn’t just a campaign. It was a movement that invited young people to reimagine their future—and gave them a pathway to start.
The impact
- 40% increase in organic social media engagement
- 130% increase in engagement rate
- Over 4.75 million video views on TikTok
- 35% of statewide partners activated through new promotional strategies
- Thousands of students reached through digital and influencer-based outreach
Why it worked
We didn’t rely on job descriptions. We built a story that felt real, inclusive, and full of possibility—and we delivered it in ways that inspired action. For clients like AGC, that’s the difference between awareness and enrollment, between a campaign and a pipeline.
