Looking for experiences, not experience (case study)
Campaign board
Employer recruiting video feat. artist Rares
Challenge:
Even though half of McDonald’s employees are under 25 years old, Gen Z-ers are still quite reluctant when it comes to getting a job at McDonald’s. So, if we want them on board, we need to speak their language and make them see us as a desirable employer.
Insight:
As they are looking to get their first job, youngsters face a huge challenge: they can’t get a job because they don’t have experience and they can’t get experience because they can’t get a job. Quite a Catch-22.
Idea:
McDonald’s releases the pressure of stiff job applications and resumes by inviting youngsters to apply for a job, where the only experience that truly matters is their life experience.
Execution:
In collaboration with Rares, a young uprising Romanian artist loved by Gen Z, we created from scratch a hit soundtrack that calls out for people who already have the skillset we need just by being themselves and living their life. The lyrics talk about the invaluable skills (patience, teamwork, perseverance etc.) you get from various life experiences. The accompanying music video illustrates each skill using a different character, with a dynamic pace and memorable choreography.
The song received such a positive response from youngsters, that they eagerly requested the full version through tens of social media comments. As a result, Rares released the song as an independent music single, gaining over 360k views in just two weeks.
Results:
• +259% increase in job applications vs. the previous year, during the first month of the campaign alone
• 39.3% more reached people on McDonald’s owned channels (Instagram, Tik Tok ads and Youtube) vs. last year’s employer campaign
• 46.1% more social media engagement on McDonald’s owned channels (Instagram, Tik Tok ads and Youtube) vs. last year’s employer campaign
• 2.060.210 total reach exposure – almost 10% of Romania’s population
Campaign key visuals
