TBWA\LONDON

Client: BECO. #STEALOURSTAFF
Product: BECO.
Title: BECO. #STEALOURSTAFF
Media: x387 FOC outdoor spaces x1 FOC 60” TV spot Owned social channels. x3 teaser films x3 staff profile films x1 launch film x12 stills x15 bespoke DM packs x1 FOC print insertion Online microsite
Country: United Kingdom
Date Of Campaign: 3/9/2019

Background: BECo, a 166 year old social enterprise soap brand, invited employers across the country to #StealOurStaff. There are 1.1 million disabled people out of work in the UK. BECo are doing their bit - 80% of their staff have disabilities. The more soap they sell, the more jobs they create. But they believe every company could be doing more to reduce the disability employment gap. If their staff move onto bigger and better things, they can create more job opportunities for those who need it. This integrated campaign targeted those in a position to hire, and ranges from packaging, to social and OOH.

Idea: We reached out to UK employers with an unusual message, #StealOurStaff. Potential employers could see the CVs of our staff on soap packs, our website, posters, TV and online. An open letter from our boss, to others, was printed in national press and we mailed bespoke boxes to CEO’s with the staff we think they should steal, all so we can offer our vacancy to someone whose disabled and unemployed.

Results: The activity that ran across TV, OOH & The Guardian reached 10.1% of all UK adults, equating to 5.26m people and an equivalent media value of £119,713 gross. An impressive delivery given the absence of any media spend. Brand awareness grew 83% and from 2018 to 2019, the average rate of sale increased a whopping 96% YOY. Every 5L of soap sold is equivalent to an hour’s work, meaning we were able to help create 1,500 hours of employment in 2019, helping to decrease the disability employment gap. Another big win was the increased distribution of Honey Blossom shampoo bar from 50 to 250 stores, increasing the visibility of not only the brand but of BECo employees too. Overall, the campaign helped contribute towards an increase in +54% shelf facings for the brand YOY.But the biggest win of all was that over 40 potential employers got in touch and Allan received a job offer.