CEO FOR A DAY by Golin Harris for Golinharris

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CEO FOR A DAY

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Sweden
Agency Golin Harris
Released February 2012

Credits & Description

Category: Corporate Communication
Advertiser: GOLINHARRIS STOCKHOLM
Product/Service: GOLINHARRIS STOCKHOLM
Agency: GOLIN HARRIS
Manageing Director: Sofia Heidenberg (Golinharris Stockholm)
Creative Director: Peter Laurelli (Golinharris Stockholm)
Media Director: Anna Hanson (Golinharris Stockholm)
Public Relations Consultant: Sara Wretblad Carreras (Golinharris Stockholm)
Public Relations Assistant: Karolina Åhlander (Golinharris Stockholm)
Studio: Tobias Ohlström (Lowe Brindfors)
Media placement: Corporate Communication - - 2 February 2012

Summary of the Campaign
Berghs School of Communications invited the top agencies in Sweden to Career Day, and GolinHarris Stockholm was one of them.

How do you build your reputation among the PR stars of tomorrow? GolinHarris Stockholm came with an unusual offer: the agency was looking for a student who was willing to lead the PR agency for 1 day, with a full CEO salary. Then we 'leaked' the story to the press and it became the talk of the town on online and social media. Traditional media also picked up the story about the different employment branding campaign for a PR agency.

Without a budget, just a great idea, we managed to achieve the goals, becoming the first choice for the students, attracting the PR stars of tomorrow, and getting attention from potential clients. Employment branding for a PR agency done by a PR agency. No media budget: just one great PR idea.

The Situation
Create an employer branding campaign for the PR agency GolinHarris Stockholm, driven by PR only. In short, create PR for a PR agency and attract the PR stars of tomorrow.

The Goal
- Stand out from all the other companies that were invited to Career Day at Berghs School of Communications;
- Become the talk of the school and the PR and marketing worlds.

The Strategy
- There was no media budget: just one great idea. Live as us, as a PR agency, and learn;
- Trust the idea, and create a different employment branding campaign.

Execution
The first part of the employment branding campaign:

First we came with an unusual offer: the agency was looking for a student who was willing to lead the company for a day, with full CEO salary. Then we informed the press about the activity. The story became the top headline in leading trade press within advertising and PR - Resumé - and was the most shared news in social media in our industry across the 24 hours. Then the story spread into other media.

Documented Results
The employment branding campaign became the top headline in the leading trade press within advertising and PR - Resumé (with over 100.000 unique readers) - and was the most shared news in social media in our industry across the 24 hours.

Then some of the biggest tabloids in Sweden, Expressen, GT, and Kvällsposten, picked up the story and shared it with over 1.2m readers. Even the national daily Svenska Dagbladet picked up the story. In total, the story reached more than approximately 2m Swedes (almost a quarter of the total Swedish population).

All the attention in the media has lead to a dramatic increase in applicants, visits to the company homepage, and, last but not least, new business leads.