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Industry Recruiting
Media Promo & PR
Market Germany
Agency DraftFCB Hamburg
Executive Creative Director Dirk Haeusermann
Creative Director Bill Biancoli
Art Director Bernhard Hörlberger
Copywriter Alexandra Beck
Released December 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: DRAFTFCB
Date of First Appearance: Dec 13 2010
Entrant Company: DRAFTFCB GERMANY, Hamburg, GERMANY
Entry URL: http://draftfcb.eu/awards/cannes/fb-guerilla/
Managing Director: Penelope Winterhager (Draftfcb Germany)
Executive Creative Director: Dirk Haeusermann (Draftfcb Germany)
Creative Director: Bill Biancoli (Draftfcb Germany)
Art Director: Bernhard Hörlberger (Draftfcb Germany)
Copywriter: Alexandra Beck (Draftfcb Germany)
Media placement: Online Campaign - Facebook - 13.12.2010

Describe the objective of the promotion.
Hamburg: more than 260 advertising agencies in one spot. A highly competitive market for advertising professionals, in which Draftfcb had to find new colleagues for the recently won international Beiersdorf account. For this very reason, Draftfcb was looking for a unique and stunning new way to spread their recruitment message.

Describe how the promotion developed from concept to implementation.
Draftfcb used the network of advertising professionals on Facebook. In December, Facebook launched a brand new profile layout. For the first time a profile features 5 pictures on the top. Only 5 days after its release, Draftfcb utilised it for the recruitment campaign, as Draftfcb employees tagged over 250 relevant profiles with more than 90,000 friends over all for the first guerrilla profile takeover.
This included profiles of advertising schools and profiles of advertising professionals in nearly every large agency in Germany, Austria and Switzerland. They all became an advertising medium for the recruitment message.

Explain why the method of promotion was most relevant to the product or service.
Advertising professionals are highly connected on Facebook. On Facebook they remain in touch with former fellow students, colleagues and advertising professionals around the world - exactly the target group Draftfcb is looking for. By not just spreading the recruitment message on Facebook, but doing so in an innovative and stunning way, Draftfcb has created a campaign with maximum effect which the usual recruitment processes could never have achieved.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This guerrilla recruitment campaign by Draftfcb was the talk of the town in all agencies. Over night the Facebook followers trebled (Monthly Active Users: +352%; Daily Logged-in pageviews: +2439%), and the weekly received applications increased fourfold.
And the costs? Only one nightshift for two employees. And the Facebook friendship of one tagged person that wasn’t amused by the ad.