Heineken – THE CANDIDATE is a global piece of branded content aimed a young target audiences who are more prone to consume content online. And so far there are no limitations that restrict online content, other than self-regulation, common sense, acts of crime or rights violation. However, in some markets (i.e. Brazil), THE CANDIDATE has also been aired on TV, where promoting alcohol can be highly restricted depending on local laws. But unless local law forbids alcohol brand advertising in general, THE CANDIDATE was safe to use as alcohol or the consumption of the same was not promoted in any way or form in this piece of content.

THE SOCIAL CV is a Facebook app on Heineken’s Facebook page. All the people that have decided to apply for a job at Heineken, after being exposed to THE CANDIDATE campaign, will have to allow the Facebook app to connect to all their social media profiles, from where their Social CV will be generated by pulling their life and people skills together. The Social CV was the next step, following the success of The Candidate, the interview you can’t prepare for.

91% of Heineken employees watched the video and found it stimulating for their job

+279% traffic increase on Heineken’s HR sites

+317% CV’s have been sent to Heineken after campaign launch

41.000 potential Heineken consumers have witnessed live in the Juventus Stadium, how the winning candidate has officially been awarded the job

422mio earned media impressions

The Candidate was the 2nd most buzzed ad

1.13mio google search results

3.473.000 views on YouTube

Share to view ratio of over 10%

20.121 likes on YouTube

15.276 times has the campaign been mentioned in social and digital media, of which 87% were favorable