Consulting agencies have become less appealing to young graduates. At the same time, bidding for the high potentials is fierce. In areas of increasing competitive pressure, BCG is rivaled by startups, fancy internet concerns and employers who seem a lot more innovative.

2018. These days, nothing is more important to young people than their individually. Yet, never before has it been under as much threat is as it is today. A company you would least expect is making a statement for nonconformism. The campaign addresses everyone who doesn't correspond to the typical picture of a consultant.

But BCG has done more than just launch a campaign. They’ve made a statement for a society where everyone is as welcome as they should be. And even on clothes tht do not always conform the norm.

With the campaign „Welcome to the Group" goes a step further to convey their core belief, which is that good ideas arise when people think different and come together. The campaign addresses everyone who doesn't correspond to the typical picture of a consultant: the eccentric, the nerds, or those who might think this job a size to big for them.

In terms of tonality and visuals BCG has chosen to become a pioneer and break with tradition and habit. A clear manifestation of the insight that young people nowadays are looking for more than „just“ an employer but a place where they can be themselves. The campaign is being run in print and on social media and presents the core values of BCG: open-mindedness, courage, heart & brain. And even on clothes, which do not fit into the norm.

Breaking the norm has proven successful for BCG as high potentials are reaching out and the campaign continues to promote a working culture of solidarity, cooperation and the power of the group. BCG is confronting old stereotypes and revolutionizing the image on an entire industry.

Confidential:

Numbers of applicants for completed campaign (in brackets the number of applications for the comparison campaign last year)

diversity: 157 (84)

Europe: 110 (73)

Female VA 1: 225 (50)

Numbers of applications on events raised for 61,9%.

Organic facebook traffic: KPI

New members +228%

Shared posts +300%

Interaction per post +336%

Paid media:

Social media costs per click -46%

Social media costs per share -88%

Social media cost per application -52,8%