Who’s Filip, the busiest jobseeker out there?

A boldastic digital campaign for Philips brought loads of fun and great results.

In June 2024, a mysterious Filip S. stood out among the most diligent candidates for a new job.

He highlighted his search for new employment opportunities on social networks in humorous posts and posted ads which promised that he is “intelligent”, “a real machine” and that he “switches into high gear really quickly”.

But: who the heck is FIlip?

Filip – everyone’s new favorite colleague

Hopping onto his CV on filipiscedelo.si quickly solves the mystery: Filip is, in fact, the Philips LatteGo coffeemaker, designed for dynamic everyday life.  At Bold, we neatly translated the machine’s outstanding qualities into fun personal characterstics, and whipped up materials that showcased Filip as the ideal addition to any work team. 

A very special B2B approach

Filip first sent several hundred Slovenian companies a motivational e-mail with his CV. A few lucky people even received a package with premium coffee, a mug and a letter promising that he can help make mornings better if they’d give him a chance.

Any potential employer who wanted to screen Filip by checking out his social media, also found him on Instagram and Facebook. There, Filip entertained his followers with POV videos from his apprenticeships and “deep” posts about the entrepreneurial spirit.

Filip is where the action is at

Did we say that Filip is a hard working candidate? Well, he really put himself out there – quite literally, on the streeets.

On the tail end of the European Parliament elections, he tried his luck as a political candidate and set up posters. During halftimes of football fever, he used Stories to target people with ads. On selected billboards, he took on the role of a personal assistant who will keep the most passionate basketball and football fans on their feet at any hour.

It is no coincidence that Filip was also noticed by the largest Slovenian employment portal.

Results

In just one month, Filip impressed with:

• 18,000 unique visits to the landing page (KPI exceeded by 43%),
• 180,000+ Meta Ads impressions and over 77,000 Reels views,
• CTR: 3.71% & CPC: 0.08 EUR (KPI exceeded by 275%),
• free PR posts,
• more than 20 new submitted user reviews (all 5-star),
• »apprenticeship« in several companies.

… and several rounds of excellent coffee.