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:
- Attracting top Saudi talents, who preferred government jobs.
- Motivating them to join the pharma sector, not a first choice for many.
- Inspiring them to be part of the field force, not highly regarded compared to in-office work.
ASDA’A BCW and Proof created an integrated campaign to attract Saudi nationals for careers at Bayer.
Our Big Idea
#MoveForwardWithBayer – A campaign to resonate with young Saudis and underline the value that being part of Bayer offers them for personal and professional development.
We created two virtual avatars – a young Saudi female Mouna and a young Saudi male Youssef. They were the voices of the campaign, narrating Bayer’s story to young Saudis.
We also developed a Saudi Content Hub on Bayer’s corporate website and global social media platforms.
In Phase Two, we launched Bayer’s Middle East Twitter profile, essential in Saudi Arabia as well as emotive, engaging video content that showcased Bayer’s ‘Rising Stars’ – high-performing Saudi employees.
Our 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 percent. The campaign achieved significant results online with over 773,000 total engagements on social media.
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 Best Specialist Audience, Marketing to Youth category. At PRCA MENA Digital Awards 2021, it won Gold for Best Use of Content Marketing, and at PRCA MENA Awards 2022, it was also Highly Commended for Best PR Campaign – Digital, Strategic Communications and Game Changer campaigns. At the Arabic Communications MEPRA Awards 2022, it won Silvers for Best Use of Video and Best Campaign – Middle East, in addition to a silver at the MEPRA Awards 2021 for Best Use of Creative.