In December Facebook launched a new profile layout. For the first time a profile featured 5 pictures on the top. Only 5 days after its release Draftfcb utilized it for the recruitment campaign. As Draftfcb employees tagged over 250 relevant profiles. With more than 90.000 friends overall. For the first guerrilla profile takeover.This included profiles of advertising schools and profiles of advertising professionals in nearly every large agency in Germany, Austria and Switzerland. They all became an advertising medium for the recruitment message.

This guerrilla recruitment campaign by Draftfcb was the talk of the town in all agencies. Over night the Facebook followers trebled (Monthly Active Users: +352%; Daily Logged-in pageviews: +2439%), and the weekly received applications increased fourfold.And the costs? Only one nightshift for two employees. And the Facebook friendship of one tagged person that wasn’t amused by the ad.