The mythical beasts of talent acquisition
Kelly Services is a global leader in workforce management solutions offering staffing services to top companies across a variety of industries. Whether you are in a tight labor market or have access to oodles of talent, finding the right person for the job can best be compared to finding a purple squirrel.
Searching for the best talent is a struggle facing almost every company in every industry. It’s expensive, time consuming, and involves risk. Kelly reduces or even eliminates those challenges.
Challenge:
Losing a customer is tough, but winning them back is often even harder. Kelly was looking for a second chance by targeting past customers for re-activation. Because our audience was intimately familiar with the brand, we knew the creative would need to both surprise and delight.
Strategy:
Pulling out all the stops, we leverage promoted posts, email, dimensional mail and personalized landing pages to engage lapsed customers and drive audience engagement. Because this was a previously installed customer base, we were able to go big online with a highly interactive website.
Creative:
The hunt for talented candidates is challenging in today’s workforce—sometimes finding the right candidate feels like searching for a mythical creature—a purple squirrel. Targets were sent a stuffed purple squirrel toy that included directions to a personalized website where they could construct their own mythical creatures.
Outcome:
This campaign generated a 30% conversion rate and a hefty 6:1 ROI.
Campaign Elements:
- Guerilla direct mail
- Social media ads
- DialogEngine
