Claim new Grounds – the path from the classic TV group to the digital employer of choice
Client: ProSiebenSat.1 Media SE
Agency: Grapevine Marketing GmbH
Year of implementation: 2017
ProSiebenSat.1 is very well known as a TV Group. However, what most job applicants do not realize is that today, ProSiebenSat.1 is one of the largest digital employers in Germany. Alongside television, digital business areas are the strongest growth drivers. In 2017 alone, almost 50 percent of sales revenues were achieved in business areas outside classic TV advertising.
The digization of the business strategy also has an impact on the recruitment strategy: other talents are being looked for today and tomorrow than were required yesterday. But how can the digital portfolio and the new career opportunities be made transparent and achievable in practice to the right talents?
In the context of a new EVP development for the digital sector, a new website was launched, for which a strong attention in the target group had to be reached. Therefore, we realized several external communication initiatives: one of those included a Linkedin campaign with several sponsored posts in order to appropriately present relevant content and engage with the target group in a business relevant network. Additionally, a big programmatic Display Advertising campaign including retargeting mechanism as well as a mobile geo fence campaign was implemented to generate great awareness to the website.
Our Linkedin campaigns achieved 111,701 impressions and 672 link clicks to the landing page. This shows a great engagement with the content and indicates a suitable targeting. Online Banners on relevant online platforms recorded an excellent brand awareness with 603,238 impressions and 1,000 clicks. In total, a reach of 741,939 ad impressions and 1,672 clicks were generated. The average click-trough-rate is 0,31 %, which must be valued very positively considering the campaign goal.