The Brief

• Objective: To invite in-college students to apply for the Internship opportunity at Connect Karo
• Target Audience: Delhi/NCR college students
• Tone of Voice: Exciting, engaging, rigorous 
• Offer/Promotion (If any): Internship opportunity with cash rewards and recognition

The Problem

• What can we do to drive a high engagement rate to ensure we have enough applicants? 
• How do we target a very specific section of our audience, i.e. college students from /NCR?
• What can we do to retain the attention of the audience since hiring & screening interns is a long task?

Plan of Action

• A simple post with a caption wouldn’t be enough to reach a niche audience. We will have to maintain active conversations with the audience to be able to screen them properly from the very get-go, thus a contest!
• We then needed to create a contest that gets participation from a very specific target audience but also had an execution strategy that is so easy that the retention rate doesn’t drop.

Here’s a glance at the contest:

Resume Lies I’d Tell for The Connect Karo Internship Concept: Participants have to comment the most unhinged comical lies they would say to land their dream internship role with Connect Karo Contest Mechanics And Structure Submissions: post a comment under our contest post. Guidelines: – Participants will tag two friends in the comment.  – Participants need to follow both Internshala and Connect Karo on Instagram.  – The lines must be so funny that they actually make us ROFL – Pick-up line must be relevant to the role of the Campus Ambassador Selection Criteria: Based on how funny the responses are, the best entries will be shortlisted and shared on Instagram stories in the form of a poll. The comment with the most votes will be deemed the contest’s winner.

• The most important thing to note here are the rules. Since the brief demanded that we find college students who were in Delhi/NCR, we ensured that every participant registered for the contest by filling out a form that required them to mention their college.
• Add to this the selection criteria for winners. We could easily interact with the commenters with the funniest comments & learn more about their whereabouts. 

With the contest mechanics in place, we were now ready to create our social media posts. Here’s the thought that went inside building the creatives:

• The tone of voice should align with Connect Karo but retain a sense of Internshala
• We need to get the attention of the Gen Z audience
• We NEED the participants to swipe to the rules

Based on these assessments, here’s the post that went live:

View this post on Instagram

A post shared by Internshala (@internshala)

With the post live, our work had just started! (IKR)

We still needed to build engagement & draw in more entries. So, we:

• Ensured to interact with funny comments
• Featured comment of those participants who had followed all the rules in our stories
• And most importantly, we built recall 

Built recall… how? In the most GenZ way possible – music!

Which song applies to liars who will do whatever it takes to get what they want? What’s also a song this generation may be familiar with? 

Golmaal bro! (the new one)

The song became the identity of the campaign. We didn’t just put this iconic number on the launch post, but also reused it with all the features & retargeting stories.

While the socials were churning out potential participants, we also needed some applicants for the internship. That’s where we turned to our trusted weapon of mass appeal, emails!

Following the same brief, GenZ, Delhi/NCR, college students… we sent this targeted mail to get more applications (pay close attention to the GenZ lingo)

The Impact

Did the campaign exceed our expectations? Hell YES!

We got 120,893 views on the social media post along with 179 comments, totalling a whopping 527 interactions.

And that’s how we were able to find the right candidates for the internship!