The Quest by Unilever –
2022 social media campaign results
Our Employer Branding Activation EMEA team developed recently a great campaign together with Unilever to promote its student competition Unilever Future Leaders League in the Middle East.
It was a multi-phased campaign concept, where we involved Unilever ambassadors who had successfully applied to The Quest by Unilever in previous years. These Ambassadors shared their journey over three stages, which we titled:
- Unmute Your Potential
- Share Your Vision
- Join The Quest
The final triggering question was: When Unilever calls, will you answer?
The ambassadors scheduled calls and eventually called up potential new recruits for the 2022 intake of the MENA version of the UFLL.
Universum created a series of ambassador scripts, which Unilever used to create selfie videos. These videos were packaged into short snippets and set live on social media channels, Facebook, Instagram, and Snapchat, successively over a period of eight weeks.
In the first five live campaign weeks, on Facebook and Instagram, the campaign gathered:
- 182,555 link clicks,
- reached over 1 million students
- the ads were shown 3.2 million times, while exceeding the 2021 global Jobs & Education CTR benchmark by a factor of ten.
On Snapchat, another platform we suggested in order to see how responsive our target will be responsive to this creative approach, the campaign was shown 1.14 million times and resulted in 22,462 Swipe-Ups.
At the end of the 8 weeks it was live, the campaign gathered a total of 205,000 links, was displayed 3.4 million times in 13 countries and resulted in 11,757 applications.
What the client says:
“The Quest poses an exciting challenge to Unilever in the MENA region to attract young talent who are ambitious and, ultimately, would like to make an impact. The Activation EMEA team came up with an innovative idea that would combine ambassador storytelling of our previous Quest participants through a multi-phased approach. The outcome were engaging and authentic short videos that generated more than 11,700 applications.”
Karim Elmery – Talent Acquisition Partner Gulf & Employer Branding MENA Unilever
Our dedicated team brings such employer branding campaigns to life for a wide range of brands and industries. We do this by using our data-driven approach and experience with thousands of campaigns. There is a special ingredient we have, we use proprietary data from our surveys as seed audiences, so our retargeting is unique and more powerful.
If you also need to develop content and media strategies designed to maximize your target talent reach and engagement, please reach out to us!
This campaign was brought to life by two of our Employer Branding Activation EMEA team rock stars: Kerstin Tschernigg, Global Delivery Product Manager together with Valeriia, Digital Marketing Specialist, who’s interview you can also read here.