DREAMJOB

Short List
TitleDREAMJOB
ClientVODAFONE FOUNDATION
Product/ServiceVODAFONE DREAMLAB APP
CategoryC06. Innovative Use of Social Media
EntrantJ. WALTER THOMPSON Sydney, AUSTRALIA
Idea Creation J. WALTER THOMPSON Sydney, AUSTRALIA
Media Placement WAVEMAKER Sydney, AUSTRALIA
PR HILL+KNOWLTON STRATEGIES Sydney, AUSTRALIA
Production J. WALTER THOMPSON Sydney, AUSTRALIA
Production 2 THE POOL COLLECTIVE Sydney, AUSTRALIA
Production 3 WEBLING Sydney, AUSTRALIA
Additional Company TRANSPIRE Malvern, AUSTRALIA

The Campaign

Creative insight Each time someone uses the DreamLab app they are helping to solve real cancer research problems - meaning every app user is really a cancer researcher. Creative Approach We harnessed the power of the world's largest professional network, LinkedIn, and launched a recruitment campaign inviting people to download the app to start their DreamJob as a Cancer Researcher. LinkedIn has a built-in function that automatically notifies your connections when you start a new job. So we simply recruited the most connected influencers on the platform to change their job titles to 'Cancer Researcher at DreamLab App', instantly notifying their hundreds of thousands of connections that they'd started their DreamJob fighting cancer. The title change created a thunderclap moment and a tsunami of notifications were sent across the world, inspiring hundreds of thousands of people to download the DreamLab app and start their new DreamJob fighting cancer.

Execution

In order to spark a social movement worthy of the cause, we needed to recruit social catalysts who would give their time freely. So we asked the most connected LinkedIn influencers, including Scoot Airlines Managing Director, Jarrod Simcox, and Prime Time News Anchor, Sandra Sully, to launch our social activation. With the nation returning to work on Monday, 23 October 2017, hundreds of influencers updated their job title overnight, instantly sending notifications to their giant social networks. Driven by the opportunity to do good, Australian and International LinkedIn users responded rapidly by adopting the job title change, triggering a wave of title changes never seen before on the platform. Over the next week, news about the DreamLab app continued to spread through the network rapidly, with new notifications arriving in thousands of users inboxes with each new notification. PR then fueled the fire, with our campaign gaining national news coverage.

o Tier 1: Media Outputs - coverage depth (quality/quantity), tone and message delivery, purchase intent (survey) o Tier 2: Target Audience Outcomes - measurable changes in awareness, comprehension, perceptions/attitudes/opinions, and target behaviors/actions/responses achieved o Tier 3: Business Outcomes - campaign's measurable effect on sales/revenues/profits, market share, stock valuation, brand equity, reputation scores and other traditional marketing and business metrics It didn't take long for national media outlets to pick up on the LinkedIn stunt. Segments were hosted on Channel 7's Sunrise Weekend; The Today Show; WIN; Channel 10 evening news, Yahoo7!, Macquarie Radio, KIIS 1065 FM and News.com.au amongst others, all backing the campaign and encouraging the Australian public to do the same. Our sixteen high profile Australian influencers shared 27 authentic pieces of content across Instagram, Facebook, YouTube and Twitter. This exposure translated into us smashing our target of 50,000 app downloads with the current number at 110,00 downloads and counting. But the real success of this campaign has been that while our new network of DreamLab app users have been sleeping peacefully at night, their idle smartphones have solved over 4 million cancer research problems since launch.

The Situation

Vodafone Foundation developed a revolutionary app that promised to change the way people contributed to cancer research but as a registered charity, the foundation had limited budget to spread the word about it. By hijacking the built-in functionality of the world's largest professional networking site, LinkedIn, in one almighty thunderclap moment, we generated the coverage and conversation needed to let hundreds of thousands of people across Australia and the world know that the power to speed up cancer research was now in their hands.

The Strategy

With social responsibility being high on Millennials list of priorities, they became our focus. A study revealed that the main way they want to positively impact the world is through their occupation (Deloitte, 2017) so LinkedIn became decidedly the perfect platform to connect with them. However, with limited media budget and no direct access to peoples' news feed we needed to great a national conversation that they couldn't ignore. We recruited sixteen influencers, who had a combined following of more than 5.8 million to participate in our LinkedIn 'thunderclap' moment. We also engaged famous Neighbours actress and a non-Hodgkin lymphoma survivor Tessa James as the lead ambassador and face of the campaign. A number of additional cancer survivors were also invited to share their stories via media outlets and endorsed the DreamLab app.

Credits

Name Company Position
Simon Langley J. Walter Thompson Sydney Executive Creative Director
Will Edwards J. Walter Thompson Sydney Creative Director
Chris Badger J. Walter Thompson Sydney Creative Director
Giles Clayton J. Walter Thompson Sydney Senior Copywriter
Simon Hayes J. Walter Thompson Sydney Senior Art Director
Ana Lynch J. Walter Thompson Sydney Client Services Director
James Ansell J. Walter Thompson Sydney Senior Account Director
Rebekah O'Grady J. Walter Thompson Sydney Account Manager
Carly Yanco J. Walter Thompson Sydney Head of Strategy
Brona Kilkelly J. Walter Thompson Sydney Strategic Planner
Amanda Slatyer J. Walter Thompson Sydney Broadcast Director
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