Results and Effectiveness

We demonstrated credibility, leading to active job seeker engagement - 5400% increase in Facebook fans during the campaign, from 200 to 10,791 We established on-going connections between GMP and jobseekers - Active monthly users spiked to more than 45,900 on Facebook during the campaign - 406,000 views of GMP’s Facebook posts during the campaign period And, in the end, GMP - Received 7,152 resume uploads during the campaign period, and 3800% value on their media investment

Creative Execution

What was the creative strategic solution? • Describe the different channel(s) and how they worked together to maximise the campaign. The challenge would pit the celebrities against each other, to vie for a single opportunity to be placed in the perfect job for them by GMP. To maximize engagement, we made extensive use of the personalities across our three major touchpoints - Paid media featured their images, driving users to vote and engage with the Facebook page - Facebook media promoted the voting and drove jobseekers to the unique content GMP had produced Celebrity personalities became owned media sources - Each celebrity used reached out to their fans, in their own way, to drive them to vote and increase excitement about the challenge The halo effect of the passion for these celebrities drove earned media value - Each Like on our Facebook page, comment of encouragement, and engagement with our content created earned media for GMP

Insights, Strategy and the Idea

The business objective for GMP was to drive resume uploads and connections with jobseekers. To achieve this, marketing would need to increase GMP’s relevance, and our communication objective was to prove credibility and sustain the conversation. GMP was after active job seekers. Search trends revealed the most active group were early in their careers, aged 25-34. To them, GMP was just another recruitment site, with limited differentiation. GMP was losing relevance due to more aggressive promotion by competitors. Key insights • Social media – proven track record for GMP and conversation-friendly • Credibility – crucial in the category and tough to communicate We chose to leverage Singapore’s most unemployable celebrities, whose success in social media, and status as a passion-point for our jobseekers made them ideal channels to own. If GMP could find them a job, anyone else would be easy. The “Job For Anyone” Challenge was born.