Last November, AOL was looking for a new way to promote diversity and talent while also getting more millennial women to apply for jobs. Twitter and Instagram seemed like natural places to promote its brand, but the tech and media company interestingly found the most success on Snapchat.
From November 11 to 17, AOL ran two 10-second Snapchat videos in the app's Discover section—where a handful of publishers post daily content—and Live Stories. The first promoted #BuiltbyGirls, a program that includes BBG Ventures—which invests in women-led startups. The other ad showed footage of people working at AOL, including scenes from AOL Build—the brand's live interview series.
"Diversity and talent is how we're going to compete in the future, so it was important for us that we focused in on women," said Monica Cepak, senior marketing manager at AOL. "While the overall campaign also activated on Twitter and Instagram, because Snapchat reaches over 40 percent of the millennial audience globally, we felt that this was the best avenue for talking to millennials in a meaningful way and showcase to them what it's like to work here at AOL."
As part of Snapchat's partnership with Millward Brown, 432 people were surveyed after they were shown the ads. The data also included a control group of 586 people who did not see the ad. Specifically, the group included 422 women who saw the ad and 317 women who were over the age of 18.
AOL said the campaign lifted application intent by 18 percent, which measured how inclined someone is to apply for a job after seeing an ad. And views on postings for AOL jobs on Glassdoor.com in November spiked 40 percent. There was also a 4 percent increase in brand awareness.
The week-long campaign reached 8 million users and generated 17 million views, according to Snapchat.
Whether folks actually applied is unclear, and it's important to note that AOL was running other campaigns that generated traffic to Glassdoor at the same time. However, Cepak said the brand awareness piece of the campaign on Snapchat is what was most important for AOL.
"We just knew that improving our brand awareness with this demographic would result in applications," Cepak said. "With increased awareness comes interest and then interest often ties back to full conversion."