For anybody who has ever attempted to stand out from a pile of CVs to secure themselves a job interview, they will know what a battle it can be – it tends to be those few who try something out of the ordinary that catch a potential employers eye, and that’s exactly what marketing specialist Lukas Yla did when he disguised his CV as a box of doughnuts.
Having just moved from Lithuania to San Francisco, Lukas was aware that the competition would be stiff.
‘It felt like the right moment to challenge myself… How far can I go in a city where competition is much tougher, where I know no one, I don’t have work experience in the USA, and probably I will need to start all over again?’ he says; and so he spent a ton of time thinking up a novel way to get noticed.
After weeks of thinking and planning, he came up with his own personal marketing campaign: The plan was to print out T-shirts that resembled those of a well known US delivery company and deliver the boxes of doughnuts which included his CV, into offices around the city.
‘It might look like a stunt, but it was a precisely crafted campaign, that went through multiple iterations until it started succeeding. Once I launched the campaign, I performed A/B tests on companies of different sizes, different target audiences, and with variations on the copy. I used a special URL to measure the offline outcomes and act on them to maximize ROI of the campaign.’
Well, it sounds like he knows what he’s talking about.
Once dressed in his disguise, he would pick up several boxes of doughnuts from San Francisco’s Mr Holmes Bakehouse (which apparently do some pretty damn amazing doughnuts) and stealthily deliver them without raising suspicion. Upon opening the boxes, the employers would find the delicious treats along with a note which read:
Well we certainly wouldn’t turn him down, and it seems that many others are just as impressed as us…
‘I’ve delivered over 40 boxes of doughnuts so far’ he says. ‘A little bit more than 10 to ad/creative agencies and the rest to tech companies. I landed 10 interviews, and I am in the interview process with couple of companies.’
Our fingers are crossed, Lukas.