Distributors across Bulgaria, found off the beaten path

The company. A Bulgarian consumer-products brand that needed to grow its distributor network across the entire country, not just in a few big cities, but everywhere.

The challenge

The people who make great local distributors don't sit on job boards waiting to be found. They're running small businesses, active in their own communities, reachable, but not through a standard job ad. A conventional recruitment campaign would have missed almost all of them.

What we did

We treated it as a recruitment-marketing problem, not a posting. We mapped where these people actually are and reached them through unconventional channels, local, community and niche routes a typical hiring process never touches, with messaging built to resonate with someone weighing up a side business, not a salaried job.

The right partners weren't hiding. They just weren't where everyone else was looking.

The outcome

A distributor-recruitment approach that reached right across Bulgaria, turning a nationwide sourcing challenge into a repeatable way to find the right local partners, wherever they are.