The Challenge

Sanofi is a French multinational pharmaceutical giant. To make an impression during the third consecutive year of communication about the Top Employer (HR) award, Sanofi required a creative, trendy communications strategy to deliver its message of a great working environment. The target audience of this campaign: fresh talent.  

The big challenge was not only to communicate the same message — highlighting Sanofi as a top employer in the competitive recruitment market through new, creative, updated PR tactics — but also to break the prejudices of the pharmaceutical working environment as being tough and serious. 

The Solution

Besides traditional PR activities (news releases, PR articles), we cooperated with a young influencer named Khanh Vy to create an office tour vlog. Leaded by “tour guide” Sanofians and Khanh Vy, a video conveyed footage of the modern, impressive office as well as information about Sanofi Vietnam’s working environment in friendly, natural way.  

We launched the video on Khanh Vy’s Fanpage and spread it within communities whose fans are our target audiences 

Why did we choose Khanh Vy? She is a smart, energetic MC/editor at a national TV channel as well as a YouTuber. Thanks to her daily vlog and English tutoring video, she is more and more well known and followed by Gen Z and Gen Y in Vietnam, which matched with our target audiences for this campaign.  

We also arranged for an e-magazine article with HR Manager that spoke to the specific HR policies and strategies at Sanofi Vietnam. This led to insightful content and eye-catching designs in top tier media. 

The Results

289K video views and 10.2K engagement (500 shares) on social channels
126K views on Sanofi’s YouTube channels (no media push)
24 pieces of news coverage across print, online and TV
5 PR articles aired on tier 1 media outlets, which reached 29,903 viewers