Global beverage brand Miller High Life has forayed into the Indian market with a campaign on Facebook, called ‘The Coolest Job’. The brand, which kept its identity under wraps in the beginning of the campaign, looked to create awareness about the brand’s motto ‘Work Hard, Party Hard’, while also looking for a brand ambassador who espouses the slogan.
‘The Coolest Job’ campaign, which has received about 79,000 likes on its Facebook page, is aimed at young professionals in the country with a wide social circle, who can compete for the job of the liquor company’s brand ambassador.
Talking to exchange4media about the campaign, Mr. Derek Jones, Director, Marketing, SAM Miller India, explained, “Our brand’s philosophy is Work Hard, Party Hard, by virtue of that we look at young professionals. We are looking to target the young professionals who are new media savvy and have very high affinity to social media and so this idea was born.”
The campaign is on till September 15, 2011 and aims to recruit a brand ambassador for the company. Besides social, the brand focused on display advertising on Facebook and recruitment portals such as Naukri to get to the relevant people.
“The response has been phenomenal, in 40 odd days we got about 80,000 fans on page and phenomenal number of applications for the job,” Jones added.
The campaign has been designed by a Bangalore-based digital agency called Geek Online Ventures. It will be a continuous campaign, after the recruitment process is completed by September 15.
Jones said, “Digital is going to be very central to our marketing intitiatives. Like this campaign, the entire communication strategy will be centered around the digital media initiatives as well. We will look to take it beyond the recruitment process after September 15 as we will by then have a good solid base of people who espouse our philosophy of ‘Work Hard, Party Hard’. So we will make efforts into engaging them, rewarding them and building a brand image on our fanpage.”