PepsiCo (HR Break Out): 7,500 applications at $6.02

The task

Attract applications for the PepsiCo Break Out leadership internship program (pepsicobreakout.ru). The program was promoted in 2018, 2019 and 2020. One campaign ran for 1.5 months.

What we did

• Ad channels — VK, Instagram.
• Objective — attract applications for the leadership program.

Results

• Ad budget — $45,113 (total).
• Applications acquired — 7,500.
• Cost per application — $6.02.
• Every year we brought in 2,000 to 3,500 applications, with cost per application up to $4.51.

Insights

• The program ran three seasons in a row (2018-2020) — a steady 2,000 to 3,500 applications per year.
• Within a season, cost per application was held to $4.51; averaged over the whole volume — $6.02.
• The VK + Instagram combo for a major FMCG brand’s HR recruitment delivered a repeatable result on tight deadlines (1.5 months per campaign).