VGF
60% uplift in applications through full-funnel strategy: sustainable increase in awareness and number of applicants
Challenge
The VGF stands for openness, tolerance and an appreciative corporate culture — values that should be communicated authentically and credibly with the claim “Become a part of us.” The aim was to increase brand awareness in Frankfurt and at the same time significantly increase the number of qualified applications across various professional profiles. The focus was on authenticity: The campaign focused on genuine VGF employees and visual design in the colors typical of the brand. In line with the claim, we too became part of the new market presence as an agency — with a campaign that shows attitude and creates closeness.
Solution
In order to generate not only visibility but also qualified applications, we used a full-funnel approach along the entire candidate journey — from initial attention to application. The media mix (DOOH, YouTube, Meta, Display, SEA) was specifically aimed at expanding reach and conversion. DOOH screens at heavily frequented Frankfurt locations ensured high visibility in public spaces. Online, we combined generic and specific targeting to reach both broad and subject-specific target groups. Through continuous A/B testing, we optimized campaign motives during runtime — for maximum efficiency.
Outcome
Increase in the number of applicants: In places, the number of applications received was 60% above the previous month and 20% above the previous year's level. At the peak, growth of 67% was even achieved compared to the 5-year average. For a valid performance measurement, a lookback window was also taken into account in order to include time-delayed effects in the analysis and to obtain a complete picture of the campaign impact.
