Cannes Lions
HYLINK DIGITAL SOLUTIONS CO., LTD. (INVOICE), Beijing / SHENZHEN TALENT GROUP CO., LT/SHEN ZHEN TALENT SUPPORTING / 2022
Overview
Entries
Credits
Background
As the core in China's Great Bay Area, strong public relations communication is needed for Shenzhen talent Group Co., Ltd. and Shenzhen Talent Supporting to attract more outstanding talents for Shenzhen to build a better future in the Post-COVID-19 era.
Idea
We have brought globally-renowned enterprises in Shenzhen to jointly make a creative talent recruitment video named "Shenzhen Next", embedded with a puzzle for talents to solve. The video adopted a young tone and a conspicuous way of expression, and the talent proposition of "We together, achieve the glory of Shenzhen" was conveyed.
Strategy
1. Invited world-renowned Shenzhen enterprises to shoot topical videos to attract social attention.
2.Utilized the social influence and media attention of well-known enterprise brands to create media public relations events and trigger extensive coverage by news media to draw the attention of target users.
3.Accurately acquired core target users by attracting high-end talents to interact mutually.
Execution
United Shenzhen global well-known enterprises, and a recruitment video “Shenzhen Next” was shot, with a puzzle for talents to solve at the end.
Started city public relations communication with the topic #Shenzhen official announcement Global Recruitment.
With well-known enterprises to post with the topic #Team Spirit of Shenzhen-based Enterprises, extensive media attention was caused.
Through the decryption website www.sznext.cn, the high-end talent information with accuracy was perfectly collected.
Outcome
Through accurate marketing and promotion, the event has reached over 101 million reviews and user interaction volume as 28100 with 924 pieces of news media reports. It’s also been the top 1 hot search on China's Weibo city list, and the full edition of comments from the People's Daily Overseas edition. The declassification of the website triggered the participation of global talent, which provided large amounts of high-end talent resources.