Increasing brand awareness and applications.
With 10 branches in Germany and Austria, the d.velop group is a leading medium-sized company in the area of digitalization and software providers.
With around 1,000 employees and over 70 vacancies, d.velop's employer attractiveness is essential for the company's ongoing growth and success.
Our challenge was split into two major goals. On the one hand to create awareness among potential new employees for d.velop as an employer and on the other hand to increase awareness for selected SaaS products among decision makers in selected B2B fields.
We established a multi-layered strategy with clear goals.
To overcome the challenge, we decided to split our strategy into two different campaigns. One major employer branding and one product awareness campaign. By doing this we also decided to split the communication for each campaign into two steps and to decide which channels to use to achieve the long term goals and show improvement.
In the first step we focused on generating awareness with target audience tailored attractive, attention catching and in some ways also funny produced content.
The objective: get their attention and make them consume the content. By doing so, we were able to get a maximum of views at a low cost with a high average view time from our target group. For those campaigns we used Facebook, Instagram, LinkedIn, YouTube, as well as programmatic display campaigns.
In the second step, we aimed to bring traffic to the landing page by focusing on lifting the CTR and LP views. We wanted to make a large audience curious to see more about d.velop by retargeting video viewers with additional snippets and images to drive them to the landing page. On the same channels, as well as Google Display for retargeting. This time the goal was to generate sessions from an interested audience at a low cost.
Additionally, we planned to measure the impact of our campaigns on brand and product awareness by conducting a survey among b2b decision makers with the help of Nielsen (global leader in audience insights, data and analytics).
We successfully showed how online marketing benefits HR and recruiting.
By using a strongly data-driven approach, we were able to reach the defined target groups in a very cost-efficient way and to position d.velop as an attractive employer in the long term.
We achieved to increase brand awareness by generating high impressions and video views. We made a positive impact on users' interest for d.velop which translates into increasing clicks, page views and traffic.
On top of that we managed to evaluate the success of our marketing initiatives by conducting brand lift studies resulting in both brand and product awareness uplift. We also see that our campaigns generated a traffic uplift on both product and career pages.
Brand awareness uplift
Product awareness uplift
Traffic uplift on product and career pages