Hyper-targeted diversity and brand awareness campaign

Objective

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.

Solutions

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

 

Key results

White
67%

Uplift in profile views from diverse groups year on year

57%

Open-rate on targeted emails

15%

Of applications were black heritage and 67% state-educated

/
Bright Network events are always attended by highly engaged, enthusiastic, diverse and well-rounded students. We have also been suitably impressed by the calibre and diversity of those who we have been able to engage through our digital campaigns. The team at Bright Network are experts in what they do and take real care over our partnership.
Citrix Hero

Other case studies