Everyday people around the world ask themselves ‘Have I chosen the right career? Should I broaden my horizons?" To bring to life its new positioning in Brazil - ‘Breathe and open up to more’ – market-leading cough sweet brand Halls devised the ingenious idea of launching an employment agency for the coolest jobs in the country, that resulted in a 6% YOY sales uplift.

‘Halls Hires’ offered 15 incredible temporary – real, paid - jobs including beer taster, waterslide tester, funky barman, secret shopper and MTV Brazil VJ. The goal was to give the brand’s most adventurous fans the chance to ‘open up’ to exhilarating new professional experiences.

Candidates didn’t need to send in a resumé or have any previous experience. They just had to record an online interview to show they were the best candidate and upload it onto a dedicated Facebook page. Successful candidates were chosen by a recruitment company and the employer for each of the top five most-applied-for jobs, with each post lasting one week.

During the 25-day campaign, 3,796 people applied for the jobs, and 140,000 used the Facebook app (14x the target). Halls created incredible life experiences for the successful candidates and, in line with its brand positioning, ‘opened up’ participants’ horizons. One said: ‘Halls, you didn’t provide a temporary job, you showed me the path of my life, which I will walk rain or shine.’

To apply for one of the 15 cool jobs at Halls Hires, candidates recorded an online interview, uploading it onto a dedicated Facebook page. The videos were liked by Halls fans and the participants’ friends during the 25-day application period.

For each of the top five most-applied-for jobs, the successful candidate was chosen by a recruitment company and the employer. The jobs lasted one week, and the work experience was filmed for Halls’ proprietary channels. The five coolest jobs in Brazil were:

• Top VJ on MTV

• Humanitarian aid worker

• Beer taster

• Secret shopper

• Fashion stylist.

The PR team carried out all aspects of the campaign, from the Facebook app, to announcing the jobs and the winning candidates, producing a campaign video, and amplification on social media, blogs and traditional media.

After the success in Brazil, the campaign was rolled out in Mexico and Costa Rica.

Halls created incredible life experiences for the successful candidates and, in line with its brand positioning, ‘opened up’ the horizons of each. The campaign reached millions of Brazilians and translated to sales:

Output

• 15 million potential reach on Facebook, Twitter, against target of 8.5 million

• 181,351 video views on Facebook

• 511,621 video views on YouTube

• 111 pieces of media coverage, 14 interviews with spokespeople

• 286,988 timeline impressions.

Consideration

100% of coverage was positive.

Action

• 3,796 people applied for just 15 jobs

• 235,378 people accessed the Facebook app and 140,000 people used it, 14x the 10,000 target

• 133 blog posts were written about the campaign, against target of 85

• 3,500 RTs by online influencers, with a potential impact of 4.3m

• 115,402 post interactions

• 213,172 clicks on links.

Most importantly, the campaign resulted in a 6% YOY sales uplift for Halls.