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Challenge:
Kelly Services, a Fortune 500 staffing-solutions provider,
wanted to engage in a social media campaign that would introduce
Gen-Y and Hispanic audiences to the career opportunities offered
by Kelly.
Strategy: Gold Group called on cult movie
star Efren Ramirez, a Gen-Y Hispanic actor who starred in
“Napoleon Dynamite,” to film a series of comedic
vodcasts about job interviews and becoming a “free agent”
in the workplace. We created a microsite in English and Spanish
that contained links to the vodcasts, interviews with Gen-Y
employees and a tool for creating customized mobile wallpapers.
A companion WAP site provided additional information, and
visitors could download free ringtones courtesy of Beta Records.
Outcome: The microsite was covered by dozens of human
resources and job-hunt blogs like KnowHR.com
and Net Assets,
as well as college placement offices around the U.S.
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