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LIDL: RECRUITMENT CAMPAIGN

BG
Star

  • Year

    2019

  • Company

    Lidl

  • Services

    Display

PROBLEM

Lidl went through rapid growth, opening a store every day and a new distribution centre every week. As a consequence of that, hiring became incredibly challenging. The question was whether digital marketing could help fill the gap of employees that Lidl wanted to hire. Specifically, store managers and distribution managers were difficult to source.

BG Star

SOLUTION

Three layers of campaigns were leveraged. The first layer was a group of campaigns that we can call discovery campaigns, with a lower CPA target and high reach. E.g:

 

  • Mobile app campaigns, targeting business apps such as Business Insider, 
  • Affinity audiences campaigns, targeting affinity audiences such as “avid investors”
  • Targeted placements campaigns, such as forbes.com
  • In-market audiences, such as luxury vehicles. Higher purchasing power is often (not always) correlated to executive functions.

 

During the recruitment process potential employees had to leave their email. This formed the second layer of the campaign: people who filled in an email but didn't complete the rest of the application process. Through a combination of cookie-based targeting and customer match offline uploads, applicants who didn't finish their application were funneled back into the process. These users were then targeted in a seperate campaign with a more agressive CPA target, due to being already previously engaged. In addition, lookalike/similar audiences were used in the second layer based on this audience collection.

The third layer was composed of all lookalike audiences based on applicants that did a full application.

Impact

The cost per application was 47% below the set target and applicant volume also was significantly above the target set for this flighted campaign.