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Jameson Believable storytellers, believable content

When a job looks too good to be true, fewer people apply. So was the case with the Jameson Graduate Programme.

The challenge

The previous web content campaigns McCann Dublin produced for Jameson moved their Graduate Programme from no.159 to no.6 on the GradIreland ranking of the leading graduate employers in Ireland. The issue was that graduates were dubious as to what the graduate position entailed. They needed to see a more authentic picture of life as a Jameson Brand Ambassador.

Our approach

Our research found that the only people graduates would believe were their peers. So we worked with the Jameson team to identify four current Jameson Brand Ambassadors in market around the world, who they could relate to.

The execution

Social Content

The McCann Dublin social content team armed these graduates with GoPros and captured all aspects of their first 100 days in market, the lifestyle, the highs and lows.

Social Analytics

Using search, web and social listening analytics, we mapped the application journey and how potential applicants interacted with it. We discovered four stages in our strategy phase – interest, familiarisation, conversion and completion, enabling us to build content and strategy around these four stages.

Content Generation

Video and live web content created for Facebook Canvases, Facebook Live Q&A Sessions, Twitter and Snapchat takeovers all provided a stronger insight into the Jameson Graduate Programme. Potential applicants could interact with current Brand Ambassadors, ask questions and get an honest insight into the role.

The results

Facebook engagements
+ 30%
Completed applications