Best Campaign on a Budget (under $250,000)
Agency: The Marketing Arm
Campaign: Monster.com and Alicia Keys
Client: Monster.com
With a number of job-boards vying for the attention of consumers and employers, Monster sought to reposition its brand as a job-matching engine powered by 6Sense technology.
To capture the attention of consumers and employers, Monster needed a high-profile job that would attract a large and diverse pool of applicants while providing a platform from which to showcase 6Sense.
On April 6, 2010, Grammy Award winner Alicia Keys announced her search for an assistant on ABC’s Good Morning America.
From April 6-May 3, Monster.com featured the position on its home page with header board creative and a permanent link to the job posting. To drive traffic to the job, Monster launched an integrated plan that included newspaper banner ads in 25 key markets, online media support, targeted email blasts to 4.3 million subscribers, and a PR and social media plan.
After the application phase, 6Sense ranked and scored the candidates and Monster flew the 10 finalists to New York City for face-to-face interviews with Keys’ handpicked selection committee, which included her mother, Terria Joseph and Monster’s executive vice president, Ted Gilvar.
On May 26, three finalists were flown to London to attend Alicia Keys’ KCA Blackball Charity Concert and blog about their experiences.
Throughout the entire selection process, Facebook, Twitter, YouTube, and personal blogs provided the public with the candidates’ thoughts and photos about their experiences.
On June 25, 2010, Keys perform live as part of Good Morning America’s Summer Concert Series. After the event, she announced the hire, generating more than 160 tweets.
Through this partnership, Monster drove more than 295,000 job views and more than 8,600 applicants. It delivered 60 qualified applicants who were evaluated by Monster’s patented 6Sense Search Technology, ultimately leading to the hiring of Alexis Tirado as head blogger, who is still working with Alicia Keys Worldwide today.
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