A new company was formed on the Russian market after the Ab InBev and Efes merger in 2018. The company’s HR brand had to be rebuilt from scratch. The Ab InBev Efes brand recognition level amongst university graduates was minimal. So, our first goal was to familiarize technical universities’ graduates with the possibilities of getting a job at the company.
AB InBev Efes
A new company was formed on the Russian market after the Ab InBev and Efes merger in 2018. The company’s HR brand had to be rebuilt from scratch. The Ab InBev Efes brand recognition level amongst university graduates was minimal. So, our first goal was to familiarize technical universities’ graduates with the possibilities of getting a job at the company.
AB InBev Efes
Objectives
1
To enhance the graduates’ familiarity with the possibilities of getting a job at the company.
2
To change graduates’ perception about factory jobs not being prestigious.
3
To show them that the AB InBev plants are modern and equipped with all the advanced technologies and that newly recruited employees have access to career growth opportunities and a comfortable work environment.
Solutions:
Content strategy
We revised the content-making strategy and started telling about the production process from the inside: doing interviews with company employees and interns, doing photoshoots of the production process, publishing flash mobs, sharing interesting figures and insights about working at the factory
Visualization
We changed the approach to visualization, taking inspiration from the “Challenge Accepted” communication. We expanded the range of content formats: added a whole variety of animation and video content, launched stories on VK and finally changed the design of the brand’s official page
Situational posts
We added situational content (Example: situational content on the topic of remote work and launching sanitizer production during the pandemic)
Advertising
During the SDP and GMT internships promotion we launched a targeted ad-campaign aimed at graduates of the top 40 technical universities and at the active audience of the other brands’ career social media communities. We analyzed the audience, separated it into several relevant segments, tested those segments and launched a targeted advertising campaign
Results:
The interns’ involvement KPI surpassed the benchmark
VK followers
5,4 К
3 K
Social media reach
0,19 %
VK ER
Before/After
VK followers
6,6 К
343 K
VK reach
0,36 %
VK ER
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