Quarterly content-led PR campaigns

Problem
The regional (Southeast Asia) job portal Monster.com wanted to raise its profile as a job site in Singapore, Malaysia, the Philippines and Hong Kong, and position itself as a reputable jobs portal. In a bid to increase investment on the region, they wanted to measurable results cross the funnel.

Solution

Having worked on the account across PR, content and social in each market for a while, there was an opportunity to initiate a branding campaign leveraging all existing channels (website/blogs, landing page/gated content, social channels, YouTube, PR, EDMs to employers/job-seekers) or both organic. The idea was to start with one campaign, but aim at quarterly regional brand campaigns (content-drive PR campaign).

The campaign was started was a regional survey. The resulting insights were used as a base for content creation, including press releases, bylines, brand campaign videos, downloadable guide, newsletters, blogs and social media assets.

Results

• Campaign videos generated over quarter million views, reaching over 873.000 people regionally
• Over 32.000 people driven to the landing page
• 20+ campaign-related blogs with over 18.000 page views
• Contributed to 58% increase in AVE across the region year-on-year
• Contributed to 87% increase in engagement on social media across the region year-on-year