The programmatic media strategy utilised a suite of channels (we were one of the first organisations to use Facebook’s new Instant Experience for recruitment) to reach students at different times and in different ways – at home, while job seeking and at university. And hyperlocal targeting was used to engage with Japanese students at key feeder universities and career fairs in Tokyo, the regions and abroad – including (of course) the Boston Career Forum.
Insight that delivered actions
Gone are the days where you push out an advert and hope for the best. We actively tracked every campaign asset and its performance, and used this MI to make recommendations, updates and improvements to the following week’s media strategy and spend. This ensured the better performing assets/channels not only had more impressions, but ultimately higher click through and apply rates.
And the results speak for themselves. Winner of the RMA for Recruitment Effectiveness, and the Grand Prix too of course, Destination Expedia Group was a true success.
Brand awareness amongst the identified target audiences increased massively with 8 million impressions over the life of the campaign, generating 70k clicks. In Japan alone, there were 3.23 million impressions helping to raise the profile of Expedia Group as a local employer. 480k of those impressions hit students at key feeder universities in Japan through hyperlocal targeting.
The campaign generated over 1,000 applications, at a cost per application of just a little over £30, and it hit a qualified applicant rate of 17% (3% above Expedia Group’s global benchmark). We can also happily report that EGJ did not go to the Boston Careers Fair to recruit interns.
We firmly believe that great relationships deliver great work, and this project has proved that ethos beautifully.
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