Heineken released an interactive hiring site called "Go Places" that turns job interviews into an entertaining experience. Applicants complete a personality assessment based on the Enneagram model and submit their results along with their resume. The site provides insights into Heineken's culture. It shows the brand's attention to detail through localizations. The site helps Heineken identify strong candidates and gives applicants a sense of the company. Overall, it represents an innovative approach to hiring.

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3. Heineken
When a brand revolves around the
personality of its employees, they want to
be sure they are hiring personalities that
will thrive.
To accomplish this, Heineken just released
“Go Places.” The interactive site turns
your average interview into something
much more fun and entertaining.
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4. Heineken
“Go Places” is led by a musical video, asking
job seekers to answer 12 questions based on
the Enneagram of Personality model (What’s
that you ask? http://bit.ly/2dkJSrN). Once you
receive your results in “Go Places,” they must
be submitted along with your resume when
applying for a Heineken job on LinkedIn.
The video itself features actual Heineken
employees, and the site took over a year and
a half to create. The experience is full of
localizations—like the interviewer’s clock
showing your local time, and local beers and
food appearing during the video—which is
a true testament to the brand’s attention
to detail.
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5. Heineken
The results of “Go Places” are twofold at
the very least. Heineken gets a personal
profile on all potential candidates, making
it easier for them to narrow down the field
of applicants. And job seekers get a
better idea about the culture of Heineken
before they even apply for a job.
Win, win.
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6. Heineken
The HR campaign rivals any creative
campaign we have ever seen. Kudos
to Heineken for going the extra mile
to attract quality talent.
#BeBrave.
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8. House of Cards
How do you best announce the upcoming
season of a political thriller on Netflix?
Answer: Run a fake campaign ad
during one of the biggest political
debates in history.
And throw in a memorable hashtag for
good measure.
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9. House of Cards
A cleverly timed “campaign ad” for Frank
Underwood’s reelection bid aired during a GOP
debate in December 2015 and included the
hashtag #FU2016 (for the “candidate’s” initials).
The parody ad promoted the launch date of the
fourth season of House of Cards on Netflix,
which began in March 2016, and revealed the
address for Underwood’s
“campaign website”: FU2016.com.
The site is complete with a downloadable
media kit, campaign merchandise, and
personalized “FU” cards to share via
social media.
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10. House of Cards
The #FU2016 campaign overshadowed
the actual GOP debate and became a top
trending topic on both Facebook and
Twitter (above the official debate
hashtag). The commercial has been
viewed nearly 2 million times on YouTube.
What sets this apart from many other
campaigns? It worked everywhere—TV,
social, and PR. It was also bold, Brave, and
in-your-face, which made it unforgettable.
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12. Snickers
Everyone knows what happens when you get
#hangry. It’s not a pretty sight. So Snickers decided
to do something about it.
Through social listening and other insights, Snickers
realized that there were a lot of conversations
taking place around being so hungry, that you
become angry. Hunger + anger = hangry. Their
Hungerithm was created to capitalize on this theme.
Launched as an addition to the brand’s “You’re Not
You When You’re Hungry” positioning, the Snickers
Hungerithm measures the mood of the internet and
adjusts the price of Snickers candy bars at retail.
The angrier the sentiment, the lower the price.
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13. Snickers
The Hungerithm is built on a 3,000-word
lexicon and measures approximately 14,000
social posts a day. The brand claims it even
recognizes slang and sarcasm.
For now, it is only available in Australia.
“We’re hoping this shows consumers
that Snickers is on their side during
trying times, and we plan to satisfy even
more hungry consumers by rolling the
Hungerithm out globally in 2017,” says
Renee Lexington, Snickers marketing
manager at Mars Australia.
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14. Snickers
While most CPG brands allocate countless
resources to determine price positioning
in their category, Snickers lowers its price
around 140 times a day based on the
needs of their consumers. That’s a very
Brave brand.
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16. Land O’Lakes
As an agency, there are very few scenarios in
which we would recommend that a client
encourage people to be “anti-social” on social
media. But that’s exactly what The Martin
Agency and Land O’Lakes did.
The benefits of user-generated content and
Instagram foodies is well documented. These
influential users are often paid to post beautiful
images from restaurants, bars, and food and
alcohol brands on their Instagram channels.
Ask these “foodstagrammers” to delete
images from Instagram? ARE YOU CRAZY?!?
Land O’Lakes is. And we love it.
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17. Land O’Lakes
Along with the Martin Agency, Land O’Lakes
created the “Delete to Feed” campaign
aimed at helping Feeding America delete
hunger. For every food image deleted from
Instagram, Land O’Lakes will donate 11
meals to Feeding America, whose mission
is to feed America’s hungry through a
nationwide network of member food banks
and engage our country in the fight to
end hunger.
The campaign is scheduled to conclude
mid-October or when the brand reaches its
goal of 2.75 million donated meals.
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18. Land O’Lakes
“Delete to Feed” is counterintuitive when
it comes to social media, which is exactly
what makes it Brave. We also commend
Land O’Lakes for executing a fantastic
“social good” campaign.
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20. Lowe’s
Creating educational and entertaining
content is difficult for most brands.
Imagine if you’re marketing to millennials.
Now imagine if you’re a home
improvement store.
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21. Lowe’s
Lowe’s turned to Facebook video and Snap
(formally Snapchat) to target first-time
millennial homebuyers with do-it-yourself
projects and spring cleaning tip videos.
The brand’s “FlipSide” videos took
advantage of a Facebook application that
allows viewers to change the orientation of
the video they were watching. The two-sided
video showed simultaneously what can
happen if a homeowner doesn’t do regular
home maintenance versus what happens
when they do. Viewers can decide which
version they watch by tilting their phone. The
videos ran on both Facebook and Instagram.
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22. Lowe’s
On Snap, the brand launched their
“In-a-Snap” series that encouraged
young homeowners to tackle small
home improvement projects.
The coolest part of this campaign? It
wasn’t a paid brand story or part of Snap
Discover. Lowe’s simply used its own Snap
channel to share the content.
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23. Lowe’s
In addition to using content to grow sales,
Lowe’s aimed to change the way millennials
think about the brand by creating “House
Love” about the relationship between two
children and the relationship between their
neighboring houses. The long-form video’s
goal is to drive an emotional engagement.
Lowe’s realized that millennials “want to
know more about the companies they do
business with and not just the products and
services they offer. They want to understand
the deeper meaning of what a company is
trying to stand for,“ according to Lowe’s
Chief Marketing Officer, Marci Grebstein.
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24. Lowe’s
Lowe’s created content that spoke to a
specific target audience and ran the
content on platforms where their target
audience was spending the most time.
This made Lowe’s smart and strategic.
They also utilized innovative features on
the platforms and dared to opened up
about who the brand really is and what it
stand for. This made Lowe’s Brave.
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25. Brave Brands are brands that we feel are doing innovative, fun, brave, bold, and
downright cool stuff in the social sphere. These brands inspire and challenge us to be
better and think outside the box.
Heineken inspires us to stick with a great idea, even if it takes a year and a half to see it
come to fruition. House of Cards shows us that sometimes pushing the envelope is a
good thing, even if it’s a little scary. Snickers proved that doing things backwards can push
you even farther forward. Land O’Lakes teaches us that sometimes we need to look at
things from a different perspective. And Lowe’s shows the power and benefits
of social listening.
#BeBrave.
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