GoldDiggers. A Recruitment Campaign

GoldDiggers. A Recruitment Campaign

The King. Another hard day at the office.

“The strike rate is sensational,” David Manby.

To launch LJ Hooker Burleigh, David Manby had an idea of spending $500,000 to recruit the Gold Coast’s Top 10 Agents, each starting with a $50,000 sign-on bonus.

We started the ‘in-house’ campaign with a ‘spoof’ on a Gold Coast Agency run by a character called Lucky ‘The King’ Cutter, played by comedian Garry Who.

Lucky runs an agency called My Kingdom and is one of the stars in GoldDiggers.There were 12 webisodes of GoldDiggers, each running under 60 seconds.

The thinking was to launch when AREC 2018 came to town, through Facebook and Instagram.

Promoting David Manby wasn’t the goal. The focus was on getting the news out somebody was on a head-hunt and looking to poach top talent.

The Kingdom campaign included:

  • 12 viral videos
  • 1 generic recruitment video
  • 24 personalised recruitment videos
  • 25 personalised generic films

We were only targeting local professionals with interests in real estate. $2,200 was invested in the boosts.

Facebook stats – 58,800 views.

Video 12  – 12,909 people reached. 6,200 views.

Video 11 – 7,456 people reached. 7,600 views.

Video 10 – 2,678 people reached. 2,900 views.

Video 9 – 4,764 people reached. 4,900 views.

Video 8 – 5,466 people reached. 5,000 views.

Video 7 – 9,828 people reached. 6,000 views.

Video 6 – 4,469 people reached. 4,000 views.

Video 5 – 3,887 people reached. 1,600 views.

Episode 4 – 2,573 people reached. 1,000 views.

Episode 3 – 5,620 people reached. 4,000 views.

Episode 2. (Boosted twice) – 20,421 people reached. 11,000 views.

Episode 1 – 5,798 people reached. 4,600 views.