GREENE KING - SUMMER CAMPAIGN
Paid social campaign using bold creative to cut through the noise stand out on the feed
Background
Greene King Pubs employ thousands of people each year, but recruitment for part-time jobs has become increasingly difficult and costly. Twice a year, Greene King’s recruitment team runs a focused recruitment campaign in a push to fill seasonal vacancies. As an important part of their recruitment strategy, these campaigns promote Greene King as a fun and vibrant seasonal workplace that stands out against competition.
Client challenge
Whilst careers at Greene King are community-driven and provide fulfilment, they are not the best paid seasonal workplaces out there, with common retail jobs like supermarkets paying more for seasonal work. Additionally, the job market is saturated with hospitality opportunities this time of year, with many competitors advertising for similar roles.
"We ditched the clichés of hospitality recruitment and created something that popped."
Solution
We developed a campaign that used playful visual metaphor to cast Greene King team members as the ‘stars of the show’. From fire-breathing chefs to magical front-of-house staff, we positioned Greene King as a fun and vibrant option for summer work.
We used vibrant lighting, bold colours, and striking compositions to position Greene King as a workplace like no other. We used generative AI to plan our four scenes and construct the perfect composition. Using these mock ups, we then conducted a studio shoot and brought our ideas to life.
results
The campaign was very successful and outperformed the previous seasonal campaign. The creative enhanced the campaign with bold visuals, creating cut-through across both Instagram and Facebook.
- Impressions increased 30% from 2.9 million to 3.77 million
- The cost per click dropped 55% from 94p to 42p
- There was a 111% increase in applications, with CPA dropping from £5 to £2.36
- The click-through rate was 1.25% far exceeding the recruitment 0.6% industry benchmark