COULD KIM BE THE ONE: THE BRIEF
72 hours, $50 budget, what can you do when you are fresh out of uni and wanting a job at that awesome company? Do your own ad campaign, of course.
Client: Kim Huynh
Challenge:
Kim wants to kick-start her career in digital marketing. Unfortunately as a young graduate she lacks the years of corporate experience to prove her capabilities.
Goals:
Create a highly targeted, interactive campaign that illustrates Kim’s personalities and her capabilities as a marketer.
Gain exposure for the personal brand “Kim Huynh”, leading to job opportunities.
Strategy:
Launched on Valentine’s Day 2013, CouldKimBeTheOne is a tongue-in-cheek ad campaign integrating offline direct marketing and online interactive content.
It originates from the insight: despite being inexperienced, we give everything we have for the first love, for there is nothing more intense or purer. The campaign urges digital-oriented firms to be the “first love” of new, young talents who want to break into the industry, and introduces Kim as the best candidate.
Key Tools Used:
Direct mail packages: delivered to the Melbourne offices of 7 targeted companies, each package is carefully tailored to express Kim’s interest in the company. Each package consists of: a teaser booklet+ campaign brief, CV, business card, and chocolate.
A launch site: a website (CouldKimBeTheOne.com) is created solely for the purpose of this campaign, bringing the “Kim experience” to life, engaging visitors via a simplified Choose-Your-Own-Adventure game. The site also includes the campaign brief, more information about Kim, and a cheeky video exploring the things Kim would be good at.
The site is designed to act as a stand alone element, but when coupled with the mail packages will make for an enhanced experience.
Targeted Facebook ads: short-term ads are bought to be displayed to employees at the targeted companies. Keywords are utilized to design these ads.
Key Campaign Metrics:
• Number of leads (job opportunities)
• Facebook ad impressions
• Unique page visits, video views, time spent on site
• Social media shares
