Familiprix - Marc-André Sauvé Pharmacy, Éric Péladeau, and Benoit Morand Inc.
A healthy recruitment!
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The assignment
All industries are affected by labor shortages. When the owners of five branches in the Vaudreuil-Dorion, Coteau-du-Lac, and Châteauguay regions approached us to launch a recruitment campaign, we knew it was essential to develop a distinctive and bold creative approach to stand out among the many employers also seeking to fill positions.
The objective of the campaign being to increase traffic to the landing page and persuade users to submit their applications, the advertising budget was allocated between AdWords and Meta across the three pharmacy accounts. Video formats and static images were prioritized to encourage engagement and conversions.
After some brainstorming sessions with the client, a distinctive element made its way into the strategy: the pharmacy positions available are suitable for a variety of profiles and personalities. This became our focus: there's a position for you, no matter who you are. We aimed to challenge the preconceived notion that working in a pharmacy is all about wearing a white coat and invited bold individuals to find their place. We also know that humor is invaluable for conveying a message (and grabbing attention).
We wanted to create a landing page entirely dedicated to our recruitment campaign, a page that would intuitively guide the user and, most importantly, lead straight to our conversion goal: acquiring applications. The content is clear and concise, the application forms are simple and effective, and the look and feel faithfully represents the company's values.
In order to highlight the playful advertising approach and give selected personality types the opportunity to shine, we chose to combine video with static images. Bright colors and catchy design immediately capture attention, while allowing humorous content to take center stage.
Comme la campagne fut menée en grande partie par l'instinct créatif, nous devions illustrer, toujours par l’humour, les trois profils types qui ont retenu notre attention. Le casting fut efficace, et Maxime Gervais, humoriste qui vient lui aussi de notre belle région de Valleyfield, s’est gentiment prêté au jeu. Quel magicien!
StatisticsThe click-through rates (CTR) recorded on advertising placements clearly demonstrate the success of the campaign driven by the creative and messaging. We also achieved impressive CTRs of 18.7% for AdWords and 2.7% for Meta. With nearly 264 applications received, we can affirm that the campaign's success is closely linked to the number of visits generated on the landing page.
To support our online presence, display advertising was also installed in the five pharmacies. QR codes were integrated into the banners to allow interested individuals to be directed straight to the landing page. This enables them to view detailed job listings and apply easily while on-site. Beyond the web, in-store advertising connects directly with future candidates and often facilitates the acquisition of high-quality applications.
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