Everyone in Flanders knows the products. Far fewer know FrieslandCampina as an employer. And even fewer know there are plenty of production sites nearby. To fill vacancies in the region, the brand had to be locally visible, and online effort alone could only carry it so far.
There was a second challenge: time. From first idea to event took five weeks. And a sponsorship is never just an execution. A partnership has to be built, aligned and made to fit both sides before a single banner goes up.
We proposed extending the online effort with an offline presence where the audience already was: the Telenet Superprestige Cyclocross. Together with FrieslandCampina, we shaped a partnership with Flanders Classics. Once we got the go-ahead, we rolled out the content and activations we had presented.
Banners along the course, mobile LED units for dynamic visibility, branded goody bags, Chocomel with bottle hangers, and an unmissable bike activation turned the visibility into experience. FrieslandCampina employees were on site themselves, telling visitors what a career in the region actually looks like.
Off the course, our employer branding video ran in cinemas across the surrounding areas, and the brand showed up at local bakers and butchers. A geo-targeted social campaign brought it all together, so everyone who saw us at the race met us again on their phone.
The cinema run alone reached 145,580 visitors, driving 50% more new users to the website and a 20% rise in people viewing vacancies.
Across the campaign period, September to February:
+55% pages per user
+93% direct traffic to the website
+100% branded search volume
+65% more applications
A partnership that ran like a well-oiled chain. And it left us thirsty for more.
