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dream job case study prAna winner article

Dream Job Case Study – $100k to Chase Your Dreams

In what is still one of the most eye-catching 'dream job' campaigns, sustainable clothing company prAna offered one lucky person $100,000 to quit their job and pursue their dreams.  To read our summary of the opportunity, click here.


Whilst the company is yet to release a full update of the campaign's impact, some information has been made public as of course has the winner's video (always useful to watch if you're applying for something similar in the future).


We think it's reasonable to conclude that the winner, Queena Bergen, submitted a wonderful video which hits the brief spot on!  Inspirational, original and authentic, Queena's video is a worthy winner and even though we're not able to go through all of the other videos submitted, we think it would be hard to better this one.


prAna's Dream Job ROI


With $100k invested in to Queena alone, prAna would have expected to generate a lot of publicity and press coverage.  The company received a large number of video submissions (see below) together with significant amounts of national, local and even international media coverage so we think they would have judged their promotion to be a resounding success (plus they've bagged themselves not one but two articles on this website!).


prAna's dream job promotion appears to be very successful in that it has generated significant unpaid coverage and seemingly found the perfect winner in the form of poet Queena.  2,400 applicants likely spread the competition (and therefore the prAna brand) much further by word of mouth in their own personal networks.