René van CSB

25.000+ Likes on TikTok

1.000.000+ Organic Impressions

1.000+ Enthusiastic Reactions

CSB Installatietechniek is looking for staff. People with work motivation and a positive attitude. Just like any other company at the moment. But preferably not in a boring way. No standard 'banners', no dull job vacancies, no ordinary slogans on the company vans, but something striking. Viral-like striking.

We came up with an employer branding campaign to ensure that people line up to work at CSB. Based on their core values and the profile they are looking for, we created René from CSB. In a video promoted through all online channels, the ball started rolling very quickly.

With the core values of responsible, sympathetic, and dynamic in mind, we brainstormed. We came up with the idea to portray a character. A true Brabander, a likeable craftsman with a sense of humor. A mix of Rob Kemps and Frank Lammers. Someone who can be a tonprater and perfectly pass as a boerenbruidegom. Thus, René from CSB was born.

The actor was chosen and the character was developed. The script was filled with typical jokes that the tradesman would recognize, both visually and textually. We also ensured that CSB was portrayed as a serious company. The video showcased the company’s building, neat company vans, reliable tools, and large installations. Together with Fleur from CSB, we arranged everything: multiple filming locations, a complete brand identity, all the props, and of course, the now-legendary 'Straight Outta Buul' shirt.

The timing for the launch was crucial to ensure the campaign's success. No holidays, no local events—nothing else should be happening. Mid-May was the chosen time. The video was launched on René's social media channels and shared via CSB. Combined with a banner set for a Google Display campaign and promotion budget for the socials, LinkedIn, Facebook, TikTok and Instagram were filled with our likeable René in no time. It's a good thing the actor is from Bladel, because in Budel he wouldn't have been able to walk down the street unnoticed.

By now, we have had many shoot days and have recorded dozens of videos. Sometimes a video with a useful message and sometimes just a good (or corny) joke. Think of themes around Sinterklaas, Christmas, Valentine's Day, and summer vacation; René is always cheerfully present on your timeline. With over 2,500 followers and 25,000 likes on TikTok, people are far from tired of him. And as if that wasn't enough, René even has his own Spotify playlist nowadays! Here you can find all his favorite songs. A fair warning in advance: this playlist is full of Dutch anthems.