The challenge
You’ve heard of Arm & Hammer, Trojan and OxiClean, but have you heard of Church & Dwight? Turns out, neither had the talented people they were trying to attract.
With lacklustre social media – stock photos, flat messaging, and bland corporate content -they had no chance of standing out. It was time to stop the scrollers.
The approach
We needed more than tweaks. This called for a full transformation. There were lots of techy bits behind the scenes, like workshops, competitor audits, custom dashboards, ambitious KPIs and a, *checks notes*, two-stage awareness-to-application funnel.
But ultimately, Church & Dwight’s socials did a full 180 because we put real employees in the limelight. Content with lab technicians, marketing managers replaced dreary stock imagery. Videos of employees spilling their experiences outperformed any slick promotional content.
When you let real people tell real stories (with a pinch of strategic direction and creative flair), candidates take notice.
The results
The campaign made a measurable difference to business objectives.
- 3,981,496 impressions (+124%)
- 257,783 engagements (+58%)
- 14,793 new followers (+66%)
- 15,487 job views (a staggering +4,229%)
- 2,036 job applications (+316%)
