INSTAINTERN

TitleINSTAINTERN
BrandOGILVY SOCIAL.LAB
Product/ServiceINTERNSHIP AT OGILVY SOCIAL.LAB AMSTERDAM
Category E03. Innovative Use of Social or Community
Entrant OGILVY | SOCIAL LAB AMSTERDAM, THE NETHERLANDS
Idea Creation OGILVY AMSTERDAM, THE NETHERLANDS
Media Placement OGILVY | SOCIAL LAB AMSTERDAM, THE NETHERLANDS
PR OGILVY | SOCIAL LAB AMSTERDAM, THE NETHERLANDS
Production OGILVY AMSTERDAM, THE NETHERLANDS
Credits
Name Company Position
Tolga Büyükdoganay Ogilvy Social.Lab Executive Creative Director
Gijs Sluijters Ogilvy Social.Lab Creative Director
Joris Tol Ogilvy Social.Lab Creative Director
Marc Dalhuisen Ogilvy Social.Lab Art Director
Tom Rentmeester Ogilvy Social.Lab Art Director / Copy Writer
Jesse Moes Ogilvy Social.Lab Copywriter
Naomi Wong Ogilvy Social.Lab Account Manager
Maxime van Heumen Ogilvy Social.Lab PR Manager
Lotte Munnik Ogilvy Social.Lab Account Executive
Sura Oguz Ogilvy Social.Lab Intern Creative
Tobias Hariharan Ogilvy Social.Lab -
Armel Wiggers Ogilvy Social.Lab -
Isabelle Berben Ogilvy Social.Lab -

Background

As Ogilvy Social.Lab is a social at heart company, we are always on the lookout for social first creatives. However, finding creative interns in this field is a very hard task. Over the past 3 years Ogilvy Social.Lab has experienced a decrease in intern applicants. Our challenge was to put Ogilvy Social.Lab back on the map. We wanted to get the attention of young and creative high potentials and interest them into becoming a creative intern. No matter what location, applications from all over the world were accepted. We knew our audience likes their communication to be quick, fun and easy and had to make sure to pay close attention to these indicators throughout the campaign. Objective of our campaign was to attract local and international creative interns to apply at Ogilly Social.Lab and underline int he marketing world that Ogilvy Social.Lab is social at heart.

Describe the strategy

#InstaIntern is a world’s first attempt to change the Instagram platform into an Internship application API. Thereby #InstaIntern changes Instagram into a resource tool. Via interactive Instagram Stories it gives young creative the opportunity to show what they've got. We are always on the lookout for young and fresh talent but sometimes students, no matter how good they are, haven't had the opportunity to create a portfolio. This limits them from applying to certain creative jobs. We wanted to take that barrier out of their way and offer every student, with or without portfolio, the opportunity to introduce themselves and get hired as a creative intern at Ogilvy Social.Lab Amsterdam. The campaign was created for interns by interns (supervised by their managers). As the creative interns who worked on the campaign we're a part of the target audience themselves we were provided with insights and accurate information.

Describe the execution

Several creative interns (and their supervisors) put their heads together and created an interactive application stream via Instagram stories. Each story resembled a scenario that one could find during a working day at Ogilvy Social.Lab. The applicant had a few seconds to come up with an answer or a creative insight. Our community manager collected all data from the campaign and shared it with our creative director. Afterwards 3 winners were selected. How was this promoted? Only one announcement video post (starring our very own interns) was pushed via Instagram. The traffic for the application API of #InstaIntern itself all happened organically. In addition we payed a visit to the locations where our potential candidates used to hang out, we put up posters at Universities and at local coffeecorners across the country. Teasing them with the upcoming launch of InstaIntern. The chosen channels were spot-on and helped reach our goal.

List the results

Our social channels experienced a tremendous increase of activity and that's not all, InstaIntern also received a great response from the Dutch press, international press and creatives from all around the globe. - We received 325 applications in a very short time. - The #InstaIntern application API got shared 2000% more than average posts. - 100% increase of Ogilvy Social.Lab’s Instagram followers. - 9 earned articles with a combined reach of 3.489.000 unique visitors - And the best result: 3 new creative intern hires.