| Title | JOB AT HEAVEN ON EARTH |
| Brand | HILLSIDE BEACH CLUB |
| Product/Service | LUXURY RESORT |
| Category |
F04. Innovative Use of Social or Community (including emerging platforms for brands) |
|
Entrant Company
|
AGENCY LOOK Istanbul, TURKEY
|
|
Advertising Agency
|
AGENCY LOOK Istanbul, TURKEY
|
Credits
| Bahar Arasan |
Agency Look |
Community Manager |
| Selcuk Oren |
Agency Look |
Art Director |
Creative Execution
First, we posted a job advert on LinkedIn with “Job at Heaven on Earth” statement. Also created an Instagram account called @JobAtHeavenOnEarth to give a place to all details. All Instagram users could get details from this account. The participants’ Instagram accounts were their CVs for us. They shared their best and most creative summer photos using “#JobAtHeavenOnEarth and #HillsideBeachClub” tags to apply. The job was spending a week at Hillside Beach Club and managing the official account. Six Instagrammers were selected as Chief Instagram Officers, each of them managed @hillsidebeachclub Instagram account, gave special Instagram workshops to our guests.
50.000 posts were shared on Instagram with #JobAtHeavenOnEarth @hillsidebeachclub hashtags; referrimng to 50.000 applications. The posts reached 93 Million users and got 162.000 comments. Total engagement rate went up 10 times within one month. @HillsideBeachClub Instagram account gained 29.0000 new followers. The number of followers increased from 45.000 to 74.000 and became the world’s one of the biggest hotel accounts on Instagram. Chief Instagram Officer became the first recruitment project on Instagram with it’s creative context and drew attention of global media, travel bloggers and popular Instagrammers.
Job at Heaven on Earth is the first & only global recruitment project implemented on social media. Hillside Beach Club's target was to create a unique & entertaining recruitment process, and carrying it out on a social medium like Instagram and reach their global target audience. Our goal was implementing influencers and news sources to raise awareness at the launch period. After that we decided to use our social media and web channels to inform our fans, create relevant hashtags to increase reach and engage with the community. So, we created “Chief Instagram Officer” position and asked the whole world to apply with their best summer stories. It turned out to be one of the best experiences and the first Instagram recruitment project globally.