Not all local job hopefuls get excited about the application process.

As leaders in Saudization, we needed an innovative initiative to freshen things up and stay on the forefront of Saudization efforts in the Kingdom.

We needed to increase the number of employment applications.

The creative idea harnesses the speed of social media communication and applies it to the job application process. Putting an end to rehearsing for interviews, preempting what the interview questions might be, interview dress codes, appointments, writing CVs, forwarding CVs and all that is needed for the job-seeking process. And in the process turning something as annoying into something outright quick, simple and fun.

We want the approach to be instantaneous and Snapchat is the perfect channel to reach the target audience given that the young audience has already gravitated to the platform.

The Snapchat Lens will allow the audience to see themselves as a member of the McDonald’s crew and submit their application, with just their personality to help them stand out, in 10 seconds or less.

The initiative will be supported with a Kingdom-wide Snapchat Lens, giving the entire Kingdom access to an exclusive McDonald’s crew Lens.

Supporting Snapchat ads, digital and restaurant material will also allow interested young people to instantly trigger a Snaplication by simply scanning the Snapcode with Snapchat.

The core audience is mainly students, aged between 18 and 28. They’ve grown up in a generation of instant gratification, being able to access everything instantly and on-demand.

The campaign was divided into three phases:

Pre-Launch:

Creating anticipation:Count down,call-to-action- October 1-9.

SnapAd anticipation building - October 1-9.

Lens published (October 1-9) for A-class influencers on Snapchat announcing date to build hype.

Radio & Print in-store material to create conversation.Key Visual:Table Tent,Tray mat,POP,DMB,Lobby Screen,SOK machine(also used during Launch)

Countdown Landing Page to access the lens

Launch-Campaign Day 1:

Class A influencers used Snaplication and salute McDonald’s for their fun approach and invited their audiences to participate in the innovative job application process-October 10.

News accounts tweeted-October 10.

Radio spots-MBC FM,U FM,Mix FM,Panorama FM

Twitter Promoted First View

2 days Twitter Hashtag trend

Submission Call to Action-October 10.

Application Process-October 10.

Showcasing the Snaplications received from the applicants on social channels

Landing Page for applicants to submit their Snaplication.

Post-Launch-Day 2-90:

Submissions posted to encourage others

Launched a 90 days Snapcode attracting more applicants

Case study video

News accounts coverage

The impact was substantial. The campaign exceeded expectations and received more than 42,000 employment applications with 3.9K video applications through Snapchat, many of which were Saudi nationals, which contributed towards the brand’s wider Saudization efforts.

The brand successfully exceeded its goal of recruiting 850+ Saudi job hopefuls and achieved the following.

Influencers Achieved:

10M – views

Lens Achieved:

19.6M - impressions on all platforms

4.7M – unique reach in 24 hours in the Kingdom

23.6 Seconds - unique Playtime (1.5 times higher than the MENA region’s highest average)

139K Shares

130.3K Saves

135.4K attachment swipe-ups

Snapcode:

231K – Impressions

169K – Unique Snapchatters

The landing page achieved:

166K unique reach