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