UiPath, a $7 billion unicorn software start-up, needed to fill more than 2,000 positions. They had their sights set on millennial jobseekers with a rare combination of skills. Problem was, this jaded audience was legendary for ghosting 50% of their job interviews. How could we attract them to UiPath?
Our message was simple: Unicorn seeks Unicorn. And who better to front the campaign than Ulysses the Unimpressed Unicorn, a jaded, potty-mouthed creature of the magical forest? We created content, featuring Ulysses, that mirrored how millennials approach the job market today. By asking the questions that we knew were important to our audience, Ulysses made UiPath stand out from the competition and come across as a cool place to work.
Ulysses rose to almost mythical fame among the millennial audience, which resulted in a 71% increase in candidate inquiries on the UiPath recruitment website. On top of that, Ulysses won a Global Ace Award for best short-form video content.