Severstal (HR leadership program): 5,000 applications at $5.02, silver at Tagline Award 2019

The task

Attract applications to Severstal’s leadership program through targeted ads on social networks (VK, Facebook, Instagram).

What we did

Ran 3 flights of ad campaigns with a total budget of $25,118, keeping the cost per application within the target range.

Results

• 5,000 applications over 3 flights.
• Cost per application — up to $5.02.
• Budget — $25,118 in total.
• The project was nominated for Tagline Award 2019 and took silver in the “Best HR Campaign in Social Media” category.

Insights

• A multi-flight structure (3 campaigns) kept the CPL within $5.02 while scaling to 5,000 applications.
• The case is industry-recognized: silver at Tagline Award 2019 in HR Social Media.