J&J even won a NACE Award for Recruiting Excellence. After increased event turnout and job applications, and an overwhelmingly positive response from students, we scaled the program for MBA students and Canada, and will be back again for Fall 2019. The result? We changed the game for recruitment. The event, which was once a simple Powerpoint presentation and Q&A, became an interactive conversation at every turn– whether students were learning about the company through a trivia game, taking a Buzzfeed-style Career Finder Quiz or speed networking with J&J employees in their field. The paid social drove to an on-campus event where students were invited to have an in-person conversation with real J&J employees (not just the recruiters). And, we created nine “video conversations” highlighting the core tenets students were looking for that they could find at J&J to be released in paid social. Then, we let the J&J employees who were living the students’ “wants” speak for themselves. So, we showed up on campus under the guise of a documentary to have an honest conversation with students about what they were looking for in a career. To prove to students that J&J does so much more than make baby shampoo, they did just that.įirst, we had to find out what students were looking for.

But what if a company were to actually talk TO students and listen to what they actually want in a career? We then took their content and turned it into our social launch campaign, sharing authentic reactions, tips and tricks from real women with our audienceĪt the career fair, most companies only talk about themselves. We surprised hundreds of micro-influencers with the product and had them all post about it on launch day. In addition to the brand launch, we launched Almay’s first product innovation in years – Mega Volume Mascara – through a social groundswell. To generate awareness and build excitement around the new Almay, we teased the new Reveal the True You campaign in a social-first way with the help of multi-faceted influencers – Nikia Phoenix, Nadia Aboulhosn, Chachi Gonzales and Wendy Nguyen “revealing” their true selves.įor launch, we created a docu-style hero video and social content, where the influencers talked about their unique features and how makeup helps them express who they are in front of Almay’s signature “A.” We also wiped their Instagram clean and started fresh with a 9-photo connecting grid that formed the “A” and featured influencers and models revealing their true selves. In 2017, Almay underwent a total brand transformation to become a more inclusive brand that celebrates individuality and self-expression.

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