Halls Hires

“Are you in the right job?”

Jobs are a tremendous buzzword. We’ve seen a campaign about the world’s toughest job and content by former employees go viral within days.

But can a job-centric campaign help push product sales? Halls shows that it can.

With the help of Espalhe MSLGROUP, Halls XS launched a temp agency offering the ‘coolest jobs in Brazil,’ giving people a chance to experience their dream job for one week. All the applicants had to do was upload a video application on Facebook. No previous work experience or resume needed.

Over 140,000 people installed the app. 3,600 people applied, and 5 lucky applicants were selected. 15 million people were reached within a month and product sales of Halls jumped 6%.


Watch the video: Halls Hires: Breath And Open Up to More

How it works

Research on unusual jobs, work environment, salaries and so on led to the selection of 15 different jobs in 7 different cities.

To apply to these, people uploaded videos explaining why there were the best candidate to the Halls Facebook page. The top five jobs were shortlisted and the best candidates were selected by a hiring agency and the employers themselves.

The next step involved filming the candidates while they were in training and on the job, and sharing their experiences with the Halls fan community online. The videos received nearly 700,000 views across Facebook and YouTube.

Halls Hires

Aligned with the brand position: “Breathe and open up to more”

The goal of the campaign was to encourage people to “breathe and open up to more” – in this case to a new career opportunity. Indeed, winners were thrilled at the opportunity and inspired by the experience.

Adriana Lomonaco, who won the opportunity to become a Mystery Shopper, shared:

When I was selected I was so happy, it was a renewed spirit …. someone heard what I had to say, regardless of my curriculum! Hired me for who I am and think.

Fernanda Salles, who won the opportunity to become a stylist assistant, shared:

Halls, you did not provide temporary jobs, you showed me the way of my life, which way I will walk rain or shine, I will fight with all my strength to get where I want.”

Testimonies

Happy with the success of the campaign, Halls extended it to Mexico and Costa Rica.

This post is part of the People’s Insights monthly brief for April + May.

04 April & May – People’s Insights Monthly Briefs by MSLGROUP

Nidhi Chimnani

Nidhi Chimnani

Nidhi is Director of Research and Insights at MSLGROUP. She tracks digital consumer trends for People’s Insights and is community manager of MSLGROUP’s insights community SPRINT. Tweet her at @nidhichimnani

3 Responses to “Halls Hires”

  1. MSLGROUP Peoples Lab (@PeoplesLab)

    People love campaigns around jobs, especially dream jobs. Here’s how Halls XS and @Guerrilha tapped into that insight http://t.co/e1mK6UKbNM

    Reply
  2. MSLGROUP Peoples Lab (@PeoplesLab)

    Can a job-centric campaign help push product sales? Halls XS shows that it can @Guerrilha http://t.co/e1mK6UKbNM

    Reply
  3. MSLGROUP Peoples Lab (@PeoplesLab)

    Halls XS launched the campaign Halls Hires to give people a chance to experience their dream job for a week #DreamJob http://t.co/mfV7zoNH9v

    Reply

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