Context
British American Tobacco faces a challenge – within a short period of time they want to recruit a big amount of Premium Brand Ambassadors , who will become responsible for an effective launch of a revolutionary product to the Polish market. The Cross-functional team empowered by devire.digital, must quickly develop a strategy that will allow for attracting high-quality talents with sales skills (B2C).
#ZmieniamWięcej
Basing on market analysis and data gathered from other markets, we quickly found out that joining the to-be-established team means a lot more than just a simple job swap. Why?
- someone can change one’s life by gaining full control over it (flexible working time – We set goals, you work as you feel like. you gain full control over your day and time. Therefore, you have time for other important things)
- someone is taking part in the change that’s just happening to the Company – innovative product/new category
- someone has a chance to create a smoke-free world
Main slogan for the campaign is #ZmieniamWięcej (translated: #IchangeMore)
Setting Up
- we create personas which match (as fully as possible) our Target Group + and also match the diversed group of product end users = we know that our group is not very diverse
- characters that represent each of the personas will be used in the entire campaign (first person communicates); through them we speak about the benefits this job offers
- in campaign we 100% focus on using digital channels, the campaign is delivered in terms of efficiency