Doka
Social Media
Doka, a construction formwork and scaffolding company, needed a social media advertising campaign to drive recruitment and brand awareness in the construction industry. During my time as a graphic design apprentice at See.Spark.Go, I was tasked with adapting existing print materials (flyers) into engaging Instagram ads optimized for mobile viewing. The challenge was transforming static print content into dynamic, scroll-stopping digital ads that would resonate with Doka's target audience in a fast-moving, highly visual digital space.
Client:
Doka
Role:
Graphic Design Apprentice
Year:
2022
Challenge
The original print materials were designed for detailed, leisurely reading—not the quick-scroll nature of Instagram feeds. Simply reformatting print layouts wouldn't capture attention or drive engagement on social media. The ads needed to work within Instagram's mobile-first environment, where users scroll quickly and make split-second decisions about whether to stop and engage. Additionally, the content had to maintain Doka's established brand identity and professional credibility while adapting to a more dynamic, visually-driven platform that prioritizes clarity and immediate impact.
Objective
The goal was to transform Doka's recruitment print materials into mobile-optimized Instagram ads that would stop the scroll and drive action. This required reformatting content with strong visual hierarchy and clear call-to-action buttons for easy engagement, ensuring mobile-first layout so text and graphics were legible at quick scroll speed, and maintaining consistent branding by preserving Doka's established brand identity (signature yellow, professional photography, logo) while enhancing visual flow for a digital audience. The ads needed to communicate hiring opportunities and company benefits quickly and compellingly.
Results
The Doka Instagram ad campaign successfully translated print recruitment materials into effective social media content. By prioritizing strong hierarchy, mobile optimization, and clear calls-to-action, the ads were designed to capture attention and drive engagement in Instagram's fast-paced environment. This project reinforced the importance of adapting content strategically across platforms—understanding that effective branding and messaging must remain strong and cohesive regardless of medium while respecting each platform's unique user behavior and technical requirements.
