Hyper-targeted diversity and brand awareness campaign
Multinational consumer goods corporation, Procter & Gamble, were looking for a targeted - quality over quantity - approach to their early talent hiring. They wanted to attract diverse and underrepresented groups to their graduate opportunities - including students and graduates of black heritage.
They aimed to additionally build wider brand awareness around their regional opportunities to ensure inclusivity and equity of opportunity outside of London, as well as to specifically target Bright Network’s members with an FMCG or sales interest.
Here’s how we worked with P&G to deliver a hyper-targeted diversity and brand awareness campaign:
Providing a comprehensive year-long package, which included events and digital activity to nurture potential applicants to their graduate opportunities
Targeted content delivery around their D&I initiatives, timed to coincide with relevant events and activity
Presence at Bright Network’s regional events to champion their opportunities outside of London
Uplift in profile views from diverse groups year on year
Open-rate on targeted emails
Of applications were black heritage and 67% state-educated