Together with the Amazon marketing team, we managed to deliver all of the hires needed for each of the 14 FC’s, ahead of schedule and within the allocated budget
Initially, Amazon tasked Tomorrow | TTH with developing a number of integrated marketing campaigns to help the brand attract new full time to staff to work in the 3 new Fulfilment Centres (FC’s) that were opening across the UK in 2017. Having successfully delivered these campaigns, we were then asked to put together a plan to help find 27,000 temporary staff in all 14 FC’s spread across the length and breadth of the UK.
The planning team at Tomorrow | TTH immediately identified the need for a truly integrated campaign using a range of channels including programmatic display, paid social, search, press, OOH and radio. One of our biggest challenges was how to minimise wastage of media spend. We worked closely with Amazon to understand more about the sort of candidates that we needed to attract and key insight like how far they would be prepared to travel for these short term temporary roles.
The outcome was the creation and delivery of 14 micro campaigns each with its own hiring target and budget. The nature of the hiring requirement dictated the need to have as much flexibility within the media plan to dial campaigns up as well as reduce commitments on a week to week basis.
The 12 week campaign saw Tomorrow | TTH kicking things off with a significant programmatic display campaign, through our Adgnosis agency trading desk, which was delivered against strict geographic targeting around the vicinities of the FC’s. After the initial burst, we launched the main campaign which included paid social on Facebook, regional press, radio and OOH.
All of the digital channels were adserved by us which allowed us to track cross channel performance and increase and decrease spend accordingly. The traditional media channels used SMS short code responders which fed into our adserver for tracking which gave us incredible insight into the responsiveness of media channels which were previously impossible to track effectively.
Together with the Amazon marketing team, we managed to deliver all of the hires needed for each of the 14 FC’s, ahead of schedule and within the allocated budget. The inherent flexibility built into the media plan from the outset meant that we could react to everything that was happening at each individual FC level on an almost daily basis.
The insight that we were able to gain by tracking everything from our centralised adserver provided incredible insight into the performance of individual channels and more importantly how the channels interacted with each other across the whole campaign duration.