| Title | YOU ARE UNDER HIRE! |
| Brand | UKRAINIAN PATROL POLICE |
| Product/Service | UKRAINIAN PATROL POLICE |
| Category |
B09. Use of Social Platforms |
|
Entrant
|
ANGRY Kyiv, UKRAINE
|
|
Idea Creation
|
ANGRY Kyiv, UKRAINE
|
|
Media Placement
|
ANGRY Kyiv, UKRAINE
|
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Production
|
ANGRY Kyiv, UKRAINE
|
Credits
| Serhii Malyk |
ANGRY agency |
Creative Director |
| Inna Alimova |
ANGRY agency |
Art Director |
| Natalia Pavliuchenko |
ANGRY agency |
Copywriter |
| Inna Polshyna |
ANGRY agency |
Account Director |
| Anastasia Shvets |
ANGRY agency |
Copywriter |
Why is this work relevant for Media?
In order to hire young people, perhaps one of Ukraine’s most «conservative» government services launched an HR-campaign in one of the most unexpected places on the web. The impact of this campaign once again proved the rule «be in the right place at the right time».
Background
Ukrainian Patrol Police receives more than 16 000 emergency calls every day. Meanwhile, it is understaffed by 26%. Beginning in 2020 the Patrol Police lowered the hiring age to 18. But how can we recruit youth if we can’t even speak to them? For example, young people 18 to 24 years old are just 6% of our Facebook audience (the main communication channel of the Ukrainian Patrol Police with almost 190 000 subscribers). Our task was to hire them.
Describe the creative idea / insights (30% of vote)
For recruitment purposes, one of Ukraine’s most «conservative» government services appears in one of the most unexpected places on the web. Yeah, the Ukrainian Patrol Police created the first official and verified patrol police account on TikTok in the whole world.
Describe the strategy (20% of vote)
Young people 18 to 24 years old are just 6% of the Patrol Police Facebook audience. «Adults do not share my values», «Adults are too conservative and predictable» are ordinary words for young people. To offer them a job, perhaps one of Ukraine’s most «conservative» government services appeared where no one expected to see it – on TikTok. Where everybody dance, fool around and have fun. Where young people 16 to 24 years old are 41%. The Patrol Police spoked their language on their social platform. Having a friendly conversation instead of moralizing. Having fun instead of notations.
Describe the execution (20% of vote)
All content is divided into 4 blocks:
Recruitment call-to-action;
Patrol Police values;
Educational;
Fun.
For better coverage, we tracked emerging trends on TikTok and used it for our key messages in our videos. That’s why almost every our video was in TikTok recommendations.
List the results (30% of vote)
With zero PR budget we got more than 100 publications and 60 million reach in earned media (Ukraine's population = 37 million). More than 4 million organic views and more than 300 000 social engagements in the first two months. And most important – in just four weeks patrol applications jumped by 120% over the prior month. And doubled compared to January 2019.