The main aims of our month-long campaign were to show the variety of roles available in McCain’s manufacturing plants, and to communicate the key themes of family, innovation and sustainability which are rooted in their ‘We are McCain’ EVP. 

In an extremely competitive market for roles and with a number of said competitors on their doorstep, McCain chose to shout about what made it different from the rest, and championing the life-work balance that has been a core part of its offering since its beginnings. Our research team conducted ten interviews with McCain makers, who shared their real life stories and situations for us to bring to life, with one respondent saying ‘we’ve got a bigger story to tell, beyond just manufacturing’. Based on this, Wiser decided to focus on communicating that McCain wasn’t a job, but a career that can grow with you. 

To define our channel strategy and persona targeting, we selected the channels and relevant targeting options to reach the ideal talent where they spend their time, leveraging consumption behaviours & geo-targeting. We decided to go live on Meta, and our films team shot our hero video in 1:1 and 9:16, ensuring it was optimised for Meta to take up as much of the screen as possible - maximising attention from our target audience. 

We also installed Meta pixels to track the campaign's direct contribution (clicks), and this enabled us to retarget those who had engaged with the site without action.  We used ATS data across organic sources for the same roles to identify the campaign’s wider impact on employer brand awareness and application intake. 

In the last month of the campaign, we used our data to strategically retarget candidates. We focused on talent who previously engaged i.e. those who had visited the careers site, finished watching a social-cutdown, or read job descriptions. We targeted them with static testimonials, giving an insight into the day-to-day at McCain as a maker.