Real-time context targeting brings Randstad to a younger audience
The media mix:
Brand vertical: Employment
Objective: Brand awareness
Target audience: Young people, 18-26 years old
Targeting used: Interests in “Study or Focusing,” “Education,” “Gaming”
Flight dates: April 28th 2021 to May 28th 2021
Format: Audio & video
Launched in France and targeting an audience of 18- to 26-year-old young professionals, recruitment agency Randstad Neo’s tagline is “by us, for us.” The brand seeks to help young talent feel in control over their job search by presenting itself as a resource that Gen Zs can trust.
Zs make up more than half of Spotify Free users in France, and they stream music and podcasts to soundtrack their daily activities.1,2 Knowing this, Randstad turned to Spotify to help them raise awareness for their new Gen Z-focused brand.
Spotify Ad Studio, our self-serve advertising channel, offers unique targeting tools powered by Spotify’s first-party data like interest, genre, and real-time context targeting. Randstad selected real-time context targeting for this campaign, so their messages could show up in relevant contexts for their brand and their audience of young professionals. They targeted moments when listeners would be “focusing,” “studying,” and “playing games,” — moments when this audience would be most receptive and likely to see and hear their ad.
That's right, see and hear. Randstad delivered a campaign with three audio ads and three sound-on video ads. Each creative touched on common pain points in job searching and how Randstad Neo could provide the solution to all of them. Their message included references to “the young” to identify with their target audience and used catchy background music to help it land.
The completion rate for the campaign — i.e. the number of people who listened to and saw pretty much the whole ad — was a phenomenal 93% with more than 1.2 million impressions. Randstad Neo reported back to us that they saw more than 5,000 conversions to their website as a result of this campaign. And, of their entire media plan, they said Spotify drove some of the campaign’s strongest traffic to Randstad’s site.
"Ad Studio’s quick and easy campaign set up allowed us to reach our audience as closely as possible. Spotify turned out to be one of the major contributors of traffic to the Randstad Neo digital platform."
Randstad Head of Group Traffic Acquisition