Since the digital channels these days are flooded with information; it was required to launch the campaign in a subtle phased manner.
Table 1 – Campaign Strategy
A. Awareness Phase: Curiosity Build-up
The campaign was kick-started in the second last week of December 2013 with the launch of a microsite and 3 Teaser videos. The microsite was just a landing page with minimal information and a single Call-To-Action where the interested candidates could enter their e-mail IDs to be the first one to know about the campaign. Neither the content nor the 3 embedded teaser videos were meant to reveal the campaign details.
- Prior to the launch of the website, A/B testing was done for two versions of the single-page microsite. In one version, the text on the website was the main attraction while on the other one the videos were the central collateral. The website performing best towards our goal was used for this phase.
- The website was made Search Engine Optimized. Since, the website did not have too much of text, we used both on-page as well as off-page methods for optimization, like link building, XML site mapping, meta-tags, etc. In the first 20 days of launch, the website reached among top 5 search results on Google globally which generally happens in 2-3 months post launch.
- Since, a large part of our target audience accesses internet through mobile devices, the website created was mobile responsive and had great UX on multiple devices.
- The website also had social sharing enabled with customized messages for each platform.
Fig 7 – CoolestInterviewEver Microsite
B. Interest and Desire Phase: Detailing
Three weeks prior to the campaign launch, the full-fledged website was launched with the objective of providing the interested candidates the complete information about the campaign. This website also had two new videos which explained the campaign up to a certain extent.
- In order to cater to the UX needs of our target audience, this website was also mobile responsive and had no scroll on the pages.
- Instead of a single page website, this website was made tabbed which helped us from the SEO perspective.
Fig 8 – CoolestInterviewEver Main site
- As quite a few people knew about the #CoolestInterviewEver, the focus of the new version of website was shifted from getting new registrations to creating buzz around it. Thus, the new website had a Call-To-Action that said “Start Tweeting Now”. Through this, the interested candidates could share the text “I am giving the coolest interview ever. Are you?
www.coolestinterviewever.com#CoolestInterviewEver” on Twitter. Soon, we started getting a lot of engagement on the Twitter hashtag.
- The website
www.coolestinterviewever.comreached search rank 1st on Google within 7 days of the new website launch for the keyword “Coolest Interview Ever”. In the process, the website overtook authoritative websites like www.theguardian.com, www.inc.com, www.today.com, etc for the search term “ coolest interview ever”
- Email Marketing: Mailers were sent to the database of 200,000 job applicants from the previous year owned by HCL. Also, mailers were sent to the students of 67 Major B-schools in India, 6 B-schools in US and 6 B-schools in UK about the campaign.
The website has received tremendous response from 102 countries with 95,000+ page during the campaign. This was enabled by promoting it organically on all official social media properties of HCL Technologies which included LinkedIn, Facebook, Twitter, Google Plus. The communication about #CoolestInterviewEver received whooping response from our captive audience on our Social Media Channels. Not only this, the 5 videos received 80,000+ views during the campaign.
- Social Channels: A minimum amount of promoted tweets and promoted cards were used on Twitter to reach out to the Target audience by targeting the Twitter handles of major job search sites.
- Campus outreach: In order to have an integrated outreach around the campaign, physical banners were also sent to B-schools and interaction sessions were carried out.
- Internal Outreach: HCL Technologies realized its major potential within. We reached out to our 75k+ employees through our internal channels like intranet, physical interactions, floor walks, webinars and individual emails, told them about the campaign and got them talking about it and sharing it in their social networks.
- HCLtech.com visitors and Job Seekers: In order to Leverage the hcltech.com visitors and regular job seekers, the corporate website was aligned to the campaign and the career section was updated with information about the campaign along with a clickable banner which led to the campaign site.
- Social Channels: The website and the videos were organically shared with our captured audience on various social media channels. The queries from the interested individuals were regularly responded to.
- Influencer Outreach: Considering the importance of Influencer Marketing, we reached out to influencers individually and shared the concept with them. As a response we got them (profile of some influencers who engaged with the campaign shown below) talking about us on Twitter.
Name of Influencer
Represents Philips, a Global 500 company, on social media, Featured as a Social Media thought leader on Forbes & Guest Blogger, Social Business News (14,500+ Twitter Followers)
144,000+ Twitter followers; Public Relations & Digital @UST Global, Wikipedia Admin, Social Media Enthusiast, Frmr PR & Exec Com member @ WikimediaIndia
Chief Learning Officer, Reliance (A 73Bn dollar company)
A major Twitter influencer with 26,200+ Twitter followers, CEO & Founder of @YouTern, which works in the field of recruitment
B2B partner and brand advocate at Twitter
Table 2: Influencer Profiles
C. Action Phase: Launch
The campaign was launched on 10th of February with the team actively engaging with the participants.
- For daily reporting, industry standard analytics tools, namely Simply Measured and Oracle SRM were used. A daily status update was sent to the team and the other internal stakeholders to get their inputs on further optimization.
- HCL’s world class social command center was leveraged to track engagement 24 x 7. The social command center played the following roles:
- The engagement commenced 3 days prior to the launch of the campaign with the team actively responding to the queries around #CoolestInterviewEver.
- The tone used in engagement was extremely personal. The candidates felt as if they are interacting with a brand personified. The 3 tenets of HCL Brand – a) trust, transparency & flexibility b) value centricity c) Employee first customer second(EFCS) where exemplified in every tweet. The rising excitement could be felt in the participant’s tweets.
In order to make sure that the information shared gets registered in the minds of prospective candidates, a creative led approach was taken, and even the FAQs were converted into creative.
An Interesting Fan site
During the course of the campaign, an anonymous admirer of the campaign created a fan site on the lines of our main site. The site was named as
. (Screenshot below)
Fig 9 – Fan Site
The website featured the Live Questions, the previous questions, HCL Tech’s Twitter Handle and #CoolestInterviewEver search results. A nice piece of work, indeed.
A few interesting tweets were obtained during the course of the campaign:
Fig 10 – Innovative Response
As we were trending… The website went down!!!
Due to the amount of interaction being generated by the ones following #CoolestInterviewEver, we trended in 19 cities across the nation for 4 different days. Due to the amount of sudden traffic on the website due to trending, the website went down for a brief while before order was restored and the website made live again.
Fig 11 – The website went down because of massive traffic