Upon being awarded the contract for the 2022 SuperBowl, BEST was looking to hire security guards for the Super Bowl event in Phoenix, Arizona.
Mandate
In preparation for the Super Bowl, our objective was clear yet ambitious: to assemble a robust security team for one of the world's premier (and most popular) events. To achieve this, we collaborated with a U.S.-based creative agency to oversee the media strategy and its execution.
We came up with an ambitious media strategy, targeting unconventional audience demographics like students, part-time workers and retired individuals. All people who were likely to work as security guards, and people who enjoy and watch sports, or at least football. We believed that these were the people most likely to embark on this once-in-a-lifetime, spontaneous opportunity. And it paid off.
Our Approach
We used two main approaches to make it happen. First, by sharing our needs through TikTok and Facebook. Then by responding to candidate inquiries with Google Ads. We tested different combinations of words, pictures, and videos to see what worked best for different groups of people. We also made sure that the pages they landed on were easy to use and informative.
OBJECTIVES
Resumés
1,592
vs. 1,000
Clicks
15,593
vs 10,000
