Male 22-29 year-olds spend a LOT of time online. Especially jobless ones. We decided to target them with a 100% online campaign. To both lighten the mood and help them with the job search a little, we created an online home for them to share ridiculous job search stories via Twitter. 1000 people won Golden Grant stimulus packages: a year’s worth of Golden Grahams. We also animated the funniest stories, fueling job searches with laughter AND sustenance. The site was spread solely via a social syndication plan - we partnered with our target’s favourite bloggers and influencers. And because these guys don’t like being advertised-to in the traditional way, we let them do the advertising themselves - by sharing the sweepstakes with their social networks with 0 paid media. Golden Grahams leveraged the unique jobless predicament of their target to connect with them using humour, sympathy, and utility.

In just 3 months of the promotion with 0 paid media, Golden Grahams has gained 15k friends, followers, and subscribers on social networks, where previously it had no official presence or fanbase. The sweepstakes earned the brand 150k site visits with an average of more than 4 minute spent on site, 2.5 million video views, and 25k entries. It generated buzz within our target audience, earning more than 7k social media mentions with brand and campaign sentiment being 99% positive.