Myanmar · Brand & Creative Communications
Phandeeyar: Recruiting Innovators for Doh Phandee
Phandeeyar, Myanmar's community tech hub, launched Doh Phandee, an open innovation platform to help the tech community respond to COVID-19. Ruder Finn Era had to recruit 300 innovators, hackers, data scientists and designers on a limited budget. Two weeks of persona based Facebook media buying delivered 391 registrations, 30 percent above the client's KPI.
The challenge
Phandeeyar created Doh Phandee as an open innovation platform, bringing the tech community together to solve problems thrown up by COVID-19 and other challenges that need new thinking. A platform is only as strong as the people on it. Ruder Finn Era was asked to recruit 300 leads across five personas, from innovators and hackers to data scientists and designers, within a tight budget and a short window.
Our solution
The team treated recruitment as a performance marketing problem with a purpose. Customised content was produced for each persona along the customer decision journey, so a data scientist and a designer each saw a reason to join that spoke to their skills.
Facebook media buying with smart targeting did the heavy lifting, concentrating a limited budget on the audiences most likely to register. Ruder Finn Era also supported the online press conference that announced the platform, preparing all materials including spokesperson and moderator outlines, so that earned attention reinforced the paid recruitment.
The results
Two weeks of media buying produced 391 registrations and 21k landing page views, beating the client's recruitment KPI by 30 percent.
- Client
- Phandeeyar
- Market
- Myanmar
- Services
- Digital Experience, Integrated Brand and Creative
- Sector
- Technology, NGO and multilateral
- Engagement
- Project
