This document outlines an online campaign conducted by PRIA to attract young candidates to careers in insurance by busting myths about insurance agents. The campaign involved creating a microsite and video promoting the role, along with targeted Facebook ads to reach people aged 20+. Remarketing was used to reach those who did not complete the contact form. The campaign achieved over 11,000 video views, 1,541 completed forms, and recruited over 50 new employees, with an ROI over 7 times the budget. Mobile devices accounted for 30% of completed forms.

1. LET'S GET ON BOARD
NASTUP.SI
HONZA PODZIMEK | HEAD OF PRIA

3. CHALLENGE
! ONLINE CAMPAIGN BUSTING THE MYTHS ABOUT INSURANCE AGENTS
! ATTRACT POTENTIAL YOUNG CANDIDATES
01/2014
Microsite and Video
Start Facebook Ads
Campaign
Evaluation and Process Optimization
11/2014
5th Round Campaign
Optimization of the Recruitment
Process

4. MICROSITE AND CONTACT FORM

5. ATTRACTIVE VIDEO

6. FACEBOOK ADS
! BEST SOLUTION: TARGETING 20+
NEWS FEED

7. REMARKETING
! REACH TO PEOPLE WHO HAVE
NOT COMPLETED FORM
→ WE ACHIEVED ALMOST 250
UNDECIDED PEOPLE
! 2x LOWER COST PER FORM
! EXCLUSION OF CANDIDATES WHO
HAVE COMPLETED A FORM
→ SAVE MONEY!

8. CAMPAIGN RESULTS

9. 11.460
VIDEO VIEWS
50+
NEW EMPLOYEES
> 2,5 million
REACH
0,15 €
Ø CPC
1.541
FORMS

10. 79 %
SUCCESSFULLY
CONTACTED
43 %
PEOPLE WATCHED
THE VIDEO TO THE END
AND FILLED OUT A FORM
30 %
FORMS COMPLETED
BY MOBILE DEVICES
> 7
ROI

11. EXECUTION BUDGET < 10.000 €
MEDIA BUDGET < 17.000 €

12. SUMMARY
! CREATIVITY COOPERATION
DIGITAL MARKETING AND HR
DEPARTMENTS
! IMPORTANCE OF MOBILE
DEVICES
! REMARKETING ACROSS
DEVICES !!!

13. THANK YOU…
www.pria.cz
@JanPodzimek