Ads&Figures relies on multilingual campaign for VBZ

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VBZ commissioned the agency Ads&Figures to implement a targeted meta-campaign to promote its information day. The aim was to direct as many interested parties as possible to the careers page and strengthen VBZ's image as an attractive employer.

To minimize wastage, the ads were targeted based on interests, demographics and language preferences. The campaign ultimately relied on a multilingual approach in German, English, French, Italian, Spanish, Portuguese, Macedonian, Ukrainian, Serbian, Albanian and Polish. In addition, VBZ optimized the careers page so that users could access relevant information in their own language.

According to the company, the campaign achieved a high level of efficiency: the cost per thousand impressions (CPM) was less than CHF 5 and the average click price (CPC) was less than 13 centimes. The click-through rate (CTR) reached 4.56% for all clicks and 2.42% for link clicks. In total, the career site recorded over 11,000 visits during the campaign period.

Tobias Gees, Head of Recruiting & Employer Branding at VBZ, draws a positive balance: "It was nice to see that the success of the meta-campaign translated directly into the real world. The visitors to the information day were very well informed about the jobs at VBZ in the transport service and very motivated to start with us directly."

For future campaigns, Ads&Figures recommends further refining the multilingual strategy and examining the use of video content. A targeted analysis of the performance of individual language groups could also enable further optimization.

Responsible at VBZ: Tobias Gees (Head of Recruiting & Employer Branding VBZ). Responsible at Ads&Figures: Eloy Martinez (Team Lead Social Media & Programmatic), Fabian Wydler (CEO & Founder), Alessandro Graf (CBDO and Partner).