SOCIAL MARKETING CONSULTancy

Does your brand need a new story? AstraZeneca did. They were looking to attract new talent from a wide range of fields beyond that of engineers and scientists. The problem was that the company’s public facing image did not give an accurate portrayal of their incredibly modern and accommodating work culture that is on par with anything you’d find in Silicon Valley.

The solution was to find stand out personalities already within AstraZeneca and get them to tell their story and their experience with the company without corporate messaging interfering with what they wanted to tell the world. Young, savvy, entrepreneurial candidates are very conscious of the authenticity of advertising. They don’t want to be spoon fed a line, they want to hear what real people have to say.

Using human resources data about the interests of potential candidates in high demand positions, the campaign was tailored so that the message reached the right people resulting in high engagement, click-through rate and a measurable increase in career interest with AstraZeneca.

Here is one example in a series of portraits. Marina is a global graduate program leader and this is what she has to say about her company.
Alternate materials were produced in multiple formats for Instagram, Facebook and LinkedIn. Analytics measured in-house by AstraZeneca.