THE HUNT FOR NEW FACULTY LEADERS
| Title | THE HUNT FOR NEW FACULTY LEADERS |
| Brand | WESTERDAL OSLO SCHOOL OF ARTS, COMMUNICATION AND TECHNOLOGY |
| Product/Service | CREATIVE SCHOOL |
| Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
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Media Agency
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CARAT Oslo, NORWAY
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PR Agency
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GEELMUYDEN KIESE Oslo, NORWAY
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Production Company
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FREDRIK FICTION Oslo, NORWAY
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Entrant Company
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GEELMUYDEN KIESE Oslo, NORWAY
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Credits
| Eva Sannum |
Geelmyden Kiese |
Creative Director |
| Vidar Singh |
Geelmuyden Kiese |
Creative Leader |
| Christopher Mortensen |
Geelmuyden Kiese |
Account Director |
| Cathrine Lorvik |
Geelmuyden Kiese |
Managing Director |
| Kim Thune |
Geelmuyden Kiese |
Creative |
| Yousef Musavi |
Geelmuyden Kiese |
Creative |
| Andreas Lutken |
Westerdals |
Creative |
| Tom Kvisle |
Westerdals |
Ceo |
| Katinka Grundseth |
Westerdals |
Head Of Communication |
Results and Effectiveness
A larger audience was reached! The long film: 176,814 views. The short film: 65,000 views + 780,000 “free views” (five seconds exposure before skip). Display rate: 22 percent (national average: 16). Over 5,000 people was forwarded to the campaign page.
The LinkedIn profile reached out to 112 people who wouldn't necessarily think about the College. 35 personal messages resulted in 18 interested replies.
The campaign site had 17,000 unique visits. Average visit time: 1 minute and 20 seconds, (most people took time to read through the job posting).
The College received 60 good applications as a result of the campaign.
Creative Execution
The short film was shown as a commercial spot on YouTube to users with Norwegian IP-address based on search words like ”cat video”, ”funny video”, ”laughing baby” etc. This meant that the viewers met “a cat” when they expected to meet a cat, but this time as a spokesman for our college telling them that they’ve got something funnier to offer than to sit and watch cat videos on YouTube all day long.
The long film appeared itself on similar YouTube-searches.
simultaneously, the ”cat”character created a LinkedIn profile and reached out to 112 contacts in 10 days, many of those with leading positions in various industries. The approach led them to see the same films, and a campaign-site with the job descriptions.
Insights, Strategy and the Idea
This summer, four well known creative educational institutions in Norway merged under the name Westerdals School of Arts, Communication and Technology, and searched for eight new faculty leaders. The positions were already sought, but Westerdals wanted to inspire candidates outside the obvious applicants, and at the same time show off their school as a creative, fun and nontraditional college by spreading the word differently.
Insight 1: People that are bored at work, kill time on YouTube.
Insight 2: Cat videos are still amongst the most popular search categories on YouTube
We decided to surprise potential candidates and future students with a stunt on YouTube by making this medias most popular ”actor”, the cat from the frivolous cat videos, our spokesperson. A silly actor playing the cat brought the message through: Are you bored at work? Watching videos on YouTube again? Check out the new positions at Westerdals!