CASE STUDY
Next
Attracting top tech talent through a storytelling-led campaign that exceeded hiring targets and boosted awareness.
The Challenge
Next are one of the UK’s biggest fashion retailers, with ambitions to become ‘the Amazon of online fashion’. What’s more, they have the technology and warehousing capabilities to do it. The problem is, most developers don’t know it. And those that do, aren’t exactly rushing to move to Leicester and Doncaster. Big cities they may be, but neither are exactly known for their tech hubs.
The Solution
The centrepiece and story mechanic for our three-month campaign is a 3D mural inspired by developers scrum walls – and built by Next’s very own IT teams, stylists and studio. It brings to life the plan of how Next are going to get from where they are today to where they want to be in 12 months. Rolling out across programmatic, video and social, the campaign features current employees telling the story of being a developer at Next – and all it entails. From the ambition and vision, right through to wellbeing and belonging.
The Results
The initial target for the campaign was to hire 100 senior and lead developers in just under three months. We comfortably surpassed this total, and such was the success of the campaign that we adapted it for other roles within IT. The mural also became something of a talking point, and now sits proudly within the IT department in Leicester.
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