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    DIAGEO RECRUITMENT MARKETING CAMPAIGN

    DIAGEO RECRUITMENT MARKETING CAMPAIGN

    DIAGEO RECRUITMENT MARKETING CAMPAIGN

    DIAGEO RECRUITMENT MARKETING CAMPAIGN

    Services

    • Recruitment Marketing

    Impressions

    Apply starts

    Markets activated

    Wiser ran a multi-market recruitment marketing campaign for Diageo to attract diverse commercial talent across North America, France and Great Britain. It delivered 6.8M impressions, 1,200+ apply starts and 588 talent community leads. The challenge was balancing a consistent global story with local market needs. We built the campaign around purpose, impact and celebration, creating a scalable creative platform that reached talent where they spent their time.

    A FUTURE WORTH CELEBRATING

    The opportunity was to bring their commercial careers story to life. As attitudes towards alcohol and celebration continue to evolve, Diageo wanted to show how commercial talent helps shape the way its iconic brands connect with consumers and create meaningful moments.

    Research revealed that talent wanted more than brand awareness. They were looking for purpose, impact, growth and a clear understanding of how their work would contribute to something bigger.

    Our task was to create a recruitment marketing campaign capable of attracting diverse commercial talent across three distinct markets, while building a sustainable pipeline for future hiring needs.

    Through a combination of audience research, localised creative, paid media and continuous optimisation, we built a full-funnel campaign that reached millions of candidates and generated meaningful action. From awareness through to application, every stage of the journey was designed to move talent closer to a future worth celebrating.

    Impressions

    Apply Starts

    Markets activated

    OPTIMISING PERFORMANCE ACROSS MULTIPLE MARKETS

    We explored what mattered most to commercial talent across North America, France and Great Britain, identifying a common thread that sat at the heart of all three audiences: fulfilment, connection and excitement. While each market had its own priorities, talent consistently wanted careers that offered purpose and impact alongside professional growth. Those insights shaped our global creative platform.

    Built around the idea of celebration, we developed the campaign thought "A future worth celebrating starts with you". The creative brought together ambition, energy and impact, positioning Diageo as a place where careers are every bit as meaningful as the moments its brands help create.

    We flexed the messaging by market. Ambition and career growth resonated strongly in North America. France responded to the prestige of Diageo's iconic brands. Great Britain shared many of the same motivations as North America, allowing us to adapt successful messaging while maintaining consistency across the campaign.

    FROM AWARENESS TO ACTION

    To bring the strategy to life, we delivered a full-funnel media approach tailored to each talent audience's job search and media habits. In North America, we focused on Meta, Pinterest and LinkedIn. In France, we added digital out-of-home to reach rural talent pools. Across France and Great Britain, we also leveraged high-intent platforms, including Google Search and Indeed, to drive active job seekers to live roles. Each platform played a specific role, helping us reach passive audiences, engage active job seekers and convert interested talent into applicants and talent community members.

    The results

    The results demonstrated the power of combining global consistency with local relevance. Across all three markets, the campaign generated more than 6.8 million impressions and over 49,000 clicks. More than 1,200 candidates started applications directly through campaign activity.

    Along the way, continuous optimisation helped maximise performance. We shifted spend towards high-performing channels, refined candidate journeys, adapted messaging based on engagement trends and used retargeting to bring high-intent audiences back into the funnel. Together, these changes brought more of the right people into the funnel, and the 588 talent community leads give Diageo a pipeline for future commercial hiring.

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