Why is this work relevant for Integrated?

This work is relevant for integrated as it took a central idea - bring Napoleon Dynamite out of retirement and make him the face of SEEK Career Advice - and executed it successfully through a range of media channels. This included PR, social media (paid and organic), content and digital cross seek.com.au, email, search, and digital banners. All channels utilised key visuals and messaging developed for the hero infomercials but with a clear focus on each channel’s best practice.

Background

Australia was facing the highest unemployment rate in the last decade. With lessened job security and more candidate competition in market, 60% of Australians felt that showcasing work-related skills has big implications for securing a job. However, half of Australians felt they didn’t have the relevant tools to understand how to use their skills to find a new role. With nearly 1 in 2 lacking confidence in talking to their skills, Australians had a severe case of imposter syndrome. They were more skilled than they knew, they just needed help seeing it. Our brief - Build awareness and comprehension that SEEK Career Advice can help you understand your skills and ultimately expand your career options through the use of integrated PR.

Describe the creative idea

How do you convince Aussies that SEEK helps them understand their skills and ultimately how they can expand their careers? By bringing Napoleon Dynamite out of retirement to host a series of infomercials spruiking SEEK Career Advice. The infomercials see Napoleon using SEEK Career Advice to see how far his skills can take him. From dancing on stage to sketching ligers, he’s more skilled than he knows. Pre-testing via quant and qual + media audits confirmed Napoleon’s enduring popularity with the target audience, whilst the character’s limited appearances over the past 17 years guaranteed there would be interest in the performance.

Describe the strategy

Audience: All working age Australians. From first jobs to highly skilled workers. Insight: ‘Australians are more skilled than they know’. Over their lives they accumulate a range of skills but may not realise it or how to use them. Just like Napoleon Dynamite. Media strategy: Our strategy was based on Napoleon’s enduring cultural appeal. The first new Napoleon Dynamite footage in 17 years ensured mainstream interest in the campaign. We doubled down on the nostalgia by referencing key film scenes. For instance, creating a new dance routine worked as a key callback, and an opportunity for Jon to discuss new developments with media. Integration approach: The infomercials were supported by a PR and digital competition that challenged Aussies to put their own skills to work for the chance to win a year’s salary ($89,003). This incentivised use of the product and gave media a reason to direct people onsite.

Describe the execution

All elements of the campaign fell out of the infomercial. Key stills were captured on set for use in PR, social media and digital assets to ensure creative consistency. 240+ assets created in total. Multiple edits of each infomercial were created - 6 infomercials, 18 edits - for use on paid and organic social, and PR. Key scenes and film references were used throughout based on fan recall and popularity. This was done to encourage social conversation, and was used throughout digital copy as a way to tightly link skills to the film. Interviews with broadcast and major publications were held under embargo, and published at the same time as the videos went live across SEEK social channels, to guarantee high viewership at launch. Following the release of the infomercials, a media relations campaign was held supported by the content, exclusive SEEK data and commentary, & access to Jon Heder.

List the results

The most successful PR campaign in SEEK’s history. Tier 1 - 662 articles - 86+ million reach - 100% positive sentiment - 72% coverage included minimum of 2x key messages - 20% included backlink to SEEK Career Advice - 8.8 million completed video views of infomercial Tier 2 The campaign significantly outperformed SEEK benchmarks and KPIs. - 79% believe “SEEK helps me understand how my skills can increase my career opportunities” (+33% compared to baseline) - 76% believe “SEEK helps me stand out to employers based on my skillset” (+35% compared to baseline) - 79% “actively recommend this brand” (+43% compared to baseline) - 57% feel “more positive towards SEEK” as a result of this campaign Tier 3 - 216,000+ additional visits to SEEK Career Advice attributed to the campaign - +4.55% organic search for SEEK Career Advice