World Coolest Intern - Case Study
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A bank launched a crowdsourcing campaign called "World's Coolest Intern" that asked young people worldwide to submit entries explaining why they should be the next intern. Over 1,190 people from around the world submitted entries using various mediums like blogs, videos, and online petitions. The campaign engaged with over 1 million people on social media and provided the bank with new content, partners, and marketing opportunities while highlighting real stories from innovative young people.
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World Coolest Intern - Case Study
- 1. How does a bank touch the lives of 1,190 young people worldwide?
- 6. Traditional media + big $$$
- 7. …where the endsare the means
- 10. >1 million people 1,210,000 Google results 38,170 Facebook friends 17,988 Twitter followers 1,190 entries submitted
- 13. Improved SEO
- 15. Great partners
- 16. Open brief “Tell us why you should be the next World’s Coolest Intern!” “You can use any medium, including: A blog post A video on Youtube An online petition inviting your friends to vote for you”
- 17. Innovation “GET $100 OF GOOGLE ADWORDS CREDIT!”
- 18. Real people, real stories
- 20. Our first venture into crowdsourcing In partnership with
- 21. @StanChartBreeze
Editor's Notes
- Today we’d like to tell you a story. Like all good
- We’ll start off with our story
- Our part of the story begins like this. In April 2010 we launched Breeze, an app that made it simple to see, move and manage your money. Unfortunately, nobody knew about it.We decided that
- We didn’t have anyone in our team dedicated to running social media, so we would have to recruit someone. Our problem was, what would be the best way to find someone who was
- We could have used the time-honoured method of recruiting in our industry by putting out an advertisement, probably in the newspaper or on an online job portal.
- Or, we could use the result we wanted to achieve as the method of getting to it
- Then we got one of our top management to get involved to invite entries
- At the beginning of October, there was one entry. We waited, and tweeted. Then there was another entry. We kept contacting all the people we knew. What happened next was incredible. Entries started pouring in from around the globe: Europe, America, Asia, Africa – soon they were flooding in all clamouring to have their voices heard.By the end of the month there were over a thousand applications
- Beyond the results,
- The next step was finding partners who could provide the credibility that we don’t have as a bank. Each one brought something else to the tableThis campaign was an opportunity for them Partners such as well-known blogger and agency head Pat Law, full service agencies like Qais Consulting or big names like Edelman and Google.
- We made it more interesting by telling the story of one of our previous interns, Audwin, whom we dubbed ‘World’s Coolest Intern 2008’
- We did some cool link-upsFirst, we gave our first 100 entrants a hundred dollars of Google AdWords credits each. It was an incentive to enter early, but it was also a way of helping to build their PageRank which in turn would build ours.Second, we took out a banner advertisement on the top of EconomyWatch.com, streaming tagged tweets from the top 23