#MoveForwardWithBayer
Bayer, one of the world’s largest pharmaceutical companies, set out to grow the number of Saudi nationals employed in Saudi Arabia. But there were challenges to address such as attracting top Saudi talents, who preferred government jobs; and motivating them to join the pharma sector. ASDA’A BCW and Proof Communications created an integrated omnichannel campaign to attract Saudi nationals for careers at Bayer.
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Strategy
#MoveForwardWithBayer – a campaign to resonate with young Saudis and underline the value that being part of Bayer offers them for personal and professional development.
ASDA’A BCW created two virtual young avatars – a Saudi female Mouna and a Saudi male Youssef. They were the voices of the campaign, narrating Bayer’s story to young Saudis. In phase two, ASDA’A BCW launched Bayer’s Middle East Twitter profile as well as emotive, engaging video content that showcased Bayer’s ‘Rising Stars’ – high performing Saudi employees.
Impact
The integrated approach delivered tangible results for #MoveForwardWithBayer, not only in terms of recruitment but also reputational management. By the end of 2020, the total number of Saudis within the field force had grown from 46 to 84 per cent. The campaign achieved significant results online with over 773,000 engagements on social media.
Recognition
The campaign was the winner of Best Meme/Viral Campaign at IN2SABRE EMEA 2021 and was short-listed for the 2021 EMEA SABRE Awards in the category ‘Best Specialist Audience – Marketing to Youth’.
Credits
Agencies: ASDA’A BCW, Proof Communications.
