GOOGLE JOB EXPERIMENT by Y&R New York for Y&R

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GOOGLE JOB EXPERIMENT

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Industry Advertising agencies, Business equipment & services, Recruiting
Media Promo & PR, Case study
Market United States
Agency Y&R New York
Executive Creative Director Ecd- Gerry Graf Gcd- Scott Vitrone, Ian Reichenthal
Art Director Alec Brownstein
Producer Jona Goodman
Editor Travis Kopach
Released May 2010

Credits & Description

Category: Corporate Communication
Advertiser: Y&R NEW YORK
Product/Service: RECRUITMENT
Executive Creative Director: Ian Reichenthal (Y&R New York)
Executive Creative Director: Scott Vitrone (Y&R New York)
Creative Director: Alec Brownstein (Y&R New York)
Art Director: Alec Brownstein (Y&R New York)
Producer: Jona Goodman (Y&R New York)
Editor: Travis Kopach (Y&R New York)
Publicist: Samantha DiGennaro (DiGennaro Communications)
Publicist: Kristan Bryan (DiGennaro Communications)
Publicist: Nora Lyons (DiGennaro Communications)
Media placement: Web Video - YouTube/Google - 3/5/2010

Summary of the Campaign
What started as a $6 Google ad buy intended for an audience of just five creative directors in New York City earned 5.1 BILLION completely free global media impressions.

9.4 Million Social Media Impressions
15 Million Print Impressions
240 Million Web Impressions
4.8 Billion Broadcast Impressions

TOTAL: 5.1 Billion Impressions
TOTAL COST: $6

The Situation
The Google Job Experiment was one copywriter’s idea to connect with and get a job from five of the top creative directors in New York City. It worked, and he got a new job, but only those five people saw it.

The Goal
Most people are either looking for a job themselves or they know someone who is. To help as many people as possible, we wanted to share the idea across every single media channel, from Twitter to TV.

The Strategy
In a down economy, with 212 million people looking for work around the world, the story of one man’s simple, creative solution to get a job struck an inspirational cord with the people of the world.

Execution
Beginning with the creation of an online video that quickly went viral, the idea spread to blogs, online and offline newspapers and magazines, as well as national and international television and radio outlets.

Documented Results
9.4 Million Social Media Impressions
15 Million Print Impressions
240 Million Web Impressions
4.8 Billion Broadcast Impressions

TOTAL: 5.1 Billion Impressions
TOTAL COST: $6