Best Use of Social Marketing in a Promotion Campaign
Agency: The Marketing Arm
Campaign: Monster.com Success Stories
Client: Monster.com
With unemployment at a record high, online job site Monster.com wanted to help by doing what it does best: providing people with opportunities to improve their lives by inspiring them to follow their passions and get jobs in the fields they love. They planned to showcase inspirational stories of people who had used Monster to find jobs in their field.
Campaign goals included reaching 1.5 million targeted users, driving at least 500,000 video views, generating at least 200 quality submissions and increasing the brand’s share of voice against the competition.
Consumers were encouraged to upload videos, photos and texts to tell their story of job-seeking success, or inspire others with career advice, forming a constantly growing and changing multimedia mosaic.
To support the campaign, Monster reached out to influencers, including select sites, blogs, communities and social networks, and asked them to help spread the message. Then they contacted people who had found their dream job through Monster and encouraged them to share their story and career advice.
A ‘Share this Wall’ Facebook link, Twitter and an email link were used to encourage people to share their stories with their friends. These efforts drove people to a promotional microsite where they were encouraged to participate. Each eligible success story submission was entered into a drawing to win a laptop, a printer/copier/scanner and a $5,000 gift card.
Each Career Tip was entered into a drawing to win a resume-writing service, a personal salary report and a $250 gift card.
The effort reached more than 2.6 million targeted users and drove more than 710,000 video views. A total of 703 submissions were received. Monster.com’s share in job-related conversations increased from 4.8 percent to 5.1 percent during the campaign period, and the total number of mentions increased by 42 percent. Conversational impact was nearly 16 million.
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