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Turns out agencies are desperate to fill open roles, and the only person who can save them is NSYNC’s Lance Bass.
Marketing agency Digitas says they recently became the first company to partner with Cameo for Business—the platform where you can pay to get your favorite living celebrity to record a specialized message—to create star-studded recruiting videos for companies.
Here’s how it works:
- Digitas and Cameo for Business collaborate with celebrities like singer-songwriter Todrick Hall and, of course, Lance Bass, to create videos for the agency’s owned channels.
- For instance, in his Cameo for Digitas, Bass references NSYNC songs, telling the camera, “Say bye bye bye to the job that’s tearin’ up your heart and hello to a career at Digitas.”
- Cameo for Business functions the same way as the regular platform (i.e., Cameo) except the stars charge “five to ten times” their usual prices, Digitas’s head of recruiting Jamie Gribin told Marketing Brew.
- For instance, Bass charges $249 a video for personal use and $1,000 for business, per his Cameo page.
Results: Gribin explained that over the past two weeks of running the Cameo campaign, Digitas has seen a 38% increase in applicants for its 170 open roles, though she declined to provide exact figures. She said she was especially happy with the results being that Digitas only spent “between 2% and 5%” of its yearly recruiting budget on the effort.
Those 170 openings range from junior-level employees all the way up to the EVPs.
“Our goal,” Gribin said, “is to appeal to a really wide range of talent using celebrity.”
She added that Bass’s recent appearance on Bachelor in Paradise made him the “ideal choice” to kick off the campaign, explaining that while the show introduced him to Gen Z, “millennials and Gen X would clearly remember him from boy-band days in the 90s and early 2000s.”
+1: On Thursday, Twitter announced Twitter for Professionals, which provides additional platform tools for those who convert their accounts.—PB