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BAT Internship Finance

BAT Internship Finance

The recruitment process at BAT is seen as highly bureaucratic, time-consuming and impersonal, which is why young people from GenZ avoid applying. The campaign proposed an authentic approach, where Raluca, an alumni of the programe, became an influencer and told directly how the experience was for her. We reinforced the idea of authenticity with bloopers attached right at the end of the final videos. The project generated a new engagement benchmark for BAT.