Brand | MCDONALDS |
Product/Service | HIRING SAUDI LOCALS |
Entrant | ETHOS KMS Riyadh, SAUDI ARABIA |
Category | Innovative Use of Social or Community |
Idea Creation
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ETHOS KMS Riyadh, SAUDI ARABIA
|
Idea Creation 2
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ETHOS KMS Riyadh, SAUDI ARABIA
|
Media Placement
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ETHOS KMS Riyadh, SAUDI ARABIA
|
Media Placement 2
|
ETHOS KMS Riyadh, SAUDI ARABIA
|
Production
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ETHOS KMS Riyadh, SAUDI ARABIA
|
Production 2
|
ETHOS KMS Riyadh, SAUDI ARABIA
|
Background
Not all local job hopefuls get excited about the application process.
As leaders in Saudization, we needed an innovative initiative to freshen things up and stay on the forefront of Saudization efforts in the Kingdom.
We needed to increase the number of employment applications.
Describe the strategy
We want the approach to be instantaneous and Snapchat is the perfect channel to reach the target audience given that the young audience has already gravitated to the platform.
The Snapchat Lens will allow the audience to see themselves as a member of the McDonald’s crew and submit their application, with just their personality to help them stand out, in 10 seconds or less.
The initiative will be supported with a Kingdom-wide Snapchat Lens, giving the entire Kingdom access to an exclusive McDonald’s crew Lens.
Supporting Snapchat ads, digital and restaurant material will also allow interested young people to instantly trigger a Snaplication by simply scanning the Snapcode with Snapchat.
The core audience is mainly students, aged between 18 and 28. They’ve grown up in a generation of instant gratification, being able to access everything instantly and on-demand.
Describe the execution
The campaign was divided into three phases:
Pre-Launch:
Creating anticipation:Count down,call-to-action- October 1-9.
SnapAd anticipation building - October 1-9.
Lens published (October 1-9) for A-class influencers on Snapchat announcing date to build hype.
Radio & Print in-store material to create conversation.Key Visual:Table Tent,Tray mat,POP,DMB,Lobby Screen,SOK machine(also used during Launch)
Countdown Landing Page to access the lens
Launch-Campaign Day 1:
Class A influencers used Snaplication and salute McDonald’s for their fun approach and invited their audiences to participate in the innovative job application process-October 10.
News accounts tweeted-October 10.
Radio spots-MBC FM,U FM,Mix FM,Panorama FM
Twitter Promoted First View
2 days Twitter Hashtag trend
Submission Call to Action-October 10.
Application Process-October 10.
Showcasing the Snaplications received from the applicants on social channels
Landing Page for applicants to submit their Snaplication.
Post-Launch-Day 2-90:
Submissions posted to encourage others
Launched a 90 days Snapcode attracting more applicants
Case study video
News accounts coverage
List the results
The impact was substantial. The campaign exceeded expectations and received more than 42,000 employment applications with 3.9K video applications through Snapchat, many of which were Saudi nationals, which contributed towards the brand’s wider Saudization efforts.
The brand successfully exceeded its goal of recruiting 850+ Saudi job hopefuls and achieved the following.
Influencers Achieved:
10M – views
Lens Achieved:
19.6M - impressions on all platforms
4.7M – unique reach in 24 hours in the Kingdom
23.6 Seconds - unique Playtime (1.5 times higher than the MENA region’s highest average)
139K Shares
130.3K Saves
135.4K attachment swipe-ups
Snapcode:
231K – Impressions
169K – Unique Snapchatters
The landing page achieved:
166K unique reach
Credits
Joelle Bogi |
Ethos KMS |
Creative Director |
Links
Application URL