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Best Public Relations Video
Fake interview video may be sentimental, but it’s still great
Unsuspecting job applicants get a surprise while learning about the horrible job they’ve applied for.
The technique isn’t new. Unsuspecting individuals are put on camera reacting to unexpected turns of events. Yet this oft-employed technique was used to its greatest possible advantage by greeting card company American Greetings
“World’s Toughest Job” features people who think they’re being interviewed for a job only to find that the working conditions are horrific. The hours are all day and all night, there’s backbreaking physical labor, the list goes on. The “candidates” are more and more shocked as they hear what will be required of them if they get the job—until, that is, they learn the job is simply being a mom.
With Mother’s Day among the biggest days for greeting cards, the video was produced in order to bolster awareness of the upcoming day and shine a spotlight on just what it means to be a mother.
The production of the video started with placing job ads on Craigslist, identifying prospective candidates, and conducting video-conferenced job interviews. Combined with high-level editing and production, the video achieved well over 20 million views on YouTube, and generated an enviable amount of media coverage. It was a top 10 trending topic on Twitter and a No. 1 trending topic on Facebook. With no paid media, the video earned more than 733 million PR and social impressions in the first week after it was released, and about 2 billion impressions over its complete run.
We are most impressed with this effort and are proud to present American Greetings and its agency, Mullen
, with PR Daily’s 2014 Video Award for Best Public Relations Video.