Creators went in first, so their followers would want to follow.

The campaign had two parts that worked together. First, creators went to see for themselves, each at a company we paired them with. At construction company Aertssen, Espe climbed into an excavator and then up into a crane basket, to find out whether he is afraid of heights. Birgit Longin put on a hairnet inside Paulig, the family company behind Poco Loco tortilla chips, and DikkeSvekke went behind the scenes at Circuit Zolder. Aktrion, which inspects and prepares lease cars, even booked a video of its own, with Angel from Kurkdroog interviewing its staff for Instagram. Each video ended with the same invitation: come and see for yourself on 6 October.

Those videos showed what a visit can feel like. Twitch helped viewers choose where to go. Young people watch their favourite streamers there for hours, so throughout September Espe, DikkeSvekke, Rigor and Yolene kept the day on screen with an overlay, a panel and a regular chat message with a link to the website. Twice that month they also browsed the participating companies live with their chat: once to find companies near them, and once to take a virtual company tour. Hard hats provided.