We started with the strategy. To cast a national show we needed reach across the country, not just the cities, so the plan was built around volume, broad geographic coverage across counties, and multiple touchpoints so the right people saw the show more than once before deciding to apply.


To do that properly, the content had to be made for the campaign, in the Irish language, and it had to feel real. We wrote the scripts in Irish and our production team filmed purpose-made video content to show the flavour and the realism of the series, the kind of thing a real person could see themselves in. We filmed in Dublin and in Galway so the campaign reflected more than one part of the country, and we cut the footage into multiple ads running across multiple campaigns to keep it fresh and extend reach. The aim was relatability, not polish for its own sake. If people could picture themselves on the show, they’d put themselves forward.


Then we made it as easy as possible to apply. We ran Meta lead forms so people could submit in seconds with no friction, and at the same time drove traffic to the website for applicants willing to go a step further and fill in the fuller form there. Two routes in, one low-friction and one higher-intent, so we captured both the impulse applicant and the serious one and gave production real volume to cast from.


Throughout, we monitored the campaigns continuously, keeping the cost per submission as low as possible so the budget bought volume, while making sure that volume came from the right audience and not just the cheapest clicks.


Running in parallel, we built the show’s social media accounts deliberately for engagement and followers, so that when the series aired there was already an audience primed to watch.