Integrated online agency, Grasshopper’s e-CRM campaign for Monster has won the Innovative Online Marketing Award at the 2008 Onrec.com Awards, the awards ceremony for the UK online recruitment industry. Grasshopper’s campaign also reached the penultimate stages of the Precision Marketing Response Awards.
Monster wanted to target UK and Irish jobseekers and break down the perception that it is too US-focussed and so Grasshopper was appointed to design an e-newsletter to communicate on a more personal and local level. Jobseekers were defined in three segments – ‘Actives’ (job hunters), ‘Passives’ (career focussed) and ‘Inactives’ (job market focussed) – and an appropriate contact strategy was developed for each.
The ‘M word’ newsletter was developed by Grasshopper as a catchy and recognisable title which taps into the hype and awareness of Gordon Ramsay’s ‘The F Word’ television programme giving the newsletter immediate authority whilst making it seem relevant and contemporary. Each ‘M word’ is written in an informal and witty style, designed to entertain as well as achieve stand out.
The ‘M word’ has been a resounding success, with three distinct audiences each receiving a communication relevant in content and frequency. The campaign has achieved:
• An open rate consistently around 30 percent for weekly UK users
• Over 18 percent average click-thru rate to Monster.co.uk from the UK weekly ‘M word’ (aimed at ‘Actives’) and over 13 percent from the ‘Passive’ and ‘Inactive’ variants
• An opt out rate average below 0.30 percent for all UK variants
• CVs generated at one third of the cost of Monster’s historic level.
Grasshopper is an integrated and online marketing agency dedicated to delivering creative solutions that work. Grasshopper work across the whole marketing communications spectrum to bring together a wide range of communications into one seamless, successful campaign. Clients include Monster, RFU, Goretex, Windstopper, Savills, Badenoch & Clark and Continental.
For more information please contact:
Katie McBreen or Richard McCann
Friday’s Media Group, 18 Soho Square, London, W1D 3QL
Telephone: 0207 268 3794
Katiem@fridays-group.co.uk or Richardm@fridays-group.co.uk
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