Its launch in Asia was promoted with a Twitter powered marketing campaign and the product had a reputation for effective social media based campaigns.
To boost the success of Breeze, Standard Chartered Bank (SCB) wanted to recruit an intern for its mobile banking division. The initiative would serve the dual purpose of helping to recruit a new member to the mobile banking team while at the same time help to promote SCB's social media activity using social search.
To register interest in the position, potential applicants were invited to get involved in the @stanchartbreeze Twitter account. The hunt for The World's Coolest Intern was launched.
1100 applicants from 60 cities responded to the campaign and subsequently uploaded their applications. In partnership with Google, applicants were given US$100 worth of Google Adwords to promote their own application. Applicants were able to choose their own search terms - and the conversations were tracked and monitored by SC in Google Analytics.
The increased visibility of SC during the initiative helped promote the desired image of innovation and social accessibility the bank was keen to present. The successful applicant won a 6-month contract with the Breeze team, working on the product's social media and social search activity.
SCB 'World's coolest intern' from CSquared on Vimeo.
The combines Adwords campaigns generated 1 210 000 Google results. SCB acquired 17 998 extra Twitter followers and 38 170 Facebook fans. A total of 1190 applications were received. The successful applicant was Katherine Liew, from Australia
The World's Coolest Intern was viewed by more than 1 million people in 21 countries.
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