Title	RECRUITING INTERNS VIA AIRBNB.
Brand	HAVAS BOONDOGGLE AMSTERDAM
Product/Service	HR
Category	C02. Use of Social in a PR campaign
Entrant Company	BOONDOGGLE Amsterdam, THE NETHERLANDS
Advertising Agency	BOONDOGGLE Amsterdam, THE NETHERLANDS

Name	Company	Position
Shaun Voogd	Havas Boondoggle Amsterdam	Art Director/Creative
Sven Thierie	Havas Boondoggle Amsterdam	Designer/Creative
Nils Taildeman	Havas Boondoggle Amsterdam	Executive Creative Director
Menno Schipper	Havas Boondoggle Amsterdam	Executive Creative Director

The Campaign

We’re looking for creative interns and wanted to recruit them in a different more innovative way. We had no media budget so we had to find a way to make smart use of new (social) platforms. Since you have to eat, breathe and sleep advertising if you want to make it in this industry, we figured: let’s offer them a place to learn and a place to sleep. So we posted our agency - situated in a beautiful loft in the heart of Amsterdam - on the social platform Airbnb and created a video to announce our search for creative interns. As planned, the press kit (press release, images and video all referring to the Airbnb ad) we send out attracted the attention of lots of magazines, blogs and social influencers in the industry. We got a total of 561 articles on industry news sites and influencer tweets, now rising to more than 7,5 million impressions and still counting. We made sure a lot of ad students in the world – and with possible side effect also our clients and potential clients - heard about Havas Boondoggle and found their way to our office.

The Brief

The goal was simple: make sure as many ad students as possible from all over the world recognise Havas Boondoggle Amsterdam as an interesting creative agency in the Netherlands without spending much money on this. And make sure they know we’re looking for interns.

Execution

Together with the PR agency we defined which media would be interesting for us and would be interested in our story. When we posted our job ad – the first ever - on Airbnb, we made a short video and a series of pictures of our office loft, featuring our office Chihuahua, for our social media channels. We, reached out by phone to leading industry magazines such as Adweek and sent out a press kit to all relevant media.. From then the news spread like… yes, like wildfire. We got a total of 561 articles on industry news sites and influencer tweets, now rising to more than 7,5 million impressions and still counting. And we didn’t spend a penny on media.

• Awareness: Overall impressions: 7.604.573 million (includes only the ones we could quantify) Article/ social media placements: 561 We created awareness in the industry under which in the following countries: United States, Canada, Belgium, Mexico, Indonesia, Morocco, Australia, India, France, Spain, Turkey, Germany, The Netherlands, UK. • Action: 196 applications and still counting. October 5th our first intern - for a week - came over: Hammid from Canada.

The Strategy

We wanted to reach as many ad students in the world as possible. We had no media budget. So we had to be smart. If we came up with a disruptive idea that would be shared and spread via social media, our message would be heard all over the world and we could prove our creativity. Curious as they are, ad students read the leading industry magazines and blogs. We figured that if one leading ad magazine would write about it, others and social influencers would follow. And we could reach our ‘target-audience. And so it happened. After AdWeek wrote about it, the news got wings and found its way to many, many magazines, blogs and twitter newsfeeds.