Greater Copenhagen Gaming Campaign

Greater Copenhagen
Gaming Campaign
International campaign to attract
game developers to Greater Copenhagen
Campaign results
12.601.988
Estimated reach
1.428.456
Viewers
7.419
Visits to landing page
Campaign duration
358
Applications
6 weeks
105
Screened
candidates
May-June 2016
24
Candidates in
interview process
4
Copenhagen Capacity | 10/09/16
|
www.copcap.com
Campaign results
7.419
1.428.456
visits
views
Conversion rate
Click through rate
15,88 %
0,52 %
5
Copenhagen Capacity | 10/09/16
1178
|
358
visitors clicked
on a job
www.copcap.com
applications from
253
Application rate
21,48 %
applicants
105
applicants sent
to companies
24
candidates
selected for
interviews by
companies
Campaign approach
Focus on Greater Copenhagen
and liveability
Attention
Social networks & Video
Interest & Desire
Inspiring content, Targeted job
offerings & Headhunting
Action
Informative landing page
Screening and
matching
candidates
Focus on the specific jobs
and companies
6
Copenhagen Capacity | 10/09/16
|
www.copcap.com
Campaign flow
225
candidates added to pool
of interested talents for
future campaigns
Promoted jobs
Reaching communities
Screening of
applications
Conversion on
landing page
Video content
Applicants sent
to companies
Headhunters
Applicants hired
by companies
7
Copenhagen Capacity | 10/09/16
|
www.copcap.com
The process
Promoted job postings, job databases
Sourcers / Headhunters
Google Adwords
Week 1
Week 2
Week 3
Direct mails, Careerbuilder
Week 4
Week 5
Video (Facebook & YouTube)
Candarine (Accessing communities on various social media channels)
8
Copenhagen Capacity | 10/09/16
|
www.copcap.com
Week 6
Campaign platforms
9
Copenhagen Capacity | 10/09/16
|
www.copcap.com
Targeted countries
Targeted countries
Countries targeted directly
Countries targeted through general
European campaign
All targeted campaigns had English proficiency
as targeting criteria
10
Copenhagen Capacity | 10/09/16
|
www.copcap.com
Results by country
% of total awareness (Visits & job views)
% of total conversion (Qualified candidates &
candidates proceeded to interviews)
35.11%
34.20%
30.84%
15.74%
16.01%
13.63%
15.05%
11
1.83%
15.24%
13.95% 12.80%
9.36%
3.67%
16.83%
15.05% 18.77%
15.59%
7.14%
0.92%
Copenhagen Capacity | 10/09/16
10.07%
|
2.75%
www.copcap.com
7.43%
0.92%
20.10%
17.73%
10.18%
9.63%
5.70% 5.53%
2.29%
6.84%
2.40%
3.30%
1.83%
1.28%
0.46%
Denmark excluded
Overview channels
% of total media spend
Communities
% of total visits
Promoted jobs
% of total converted
8,06%
6,08%
6,84%
33,78%
13,93%
Direct email
0,23% 0,58%
1,42%
34,66%
Headhunters
13,85%
25,72%
SEM / Adwords
Video ads
45,07%
23,03%
3,61%
12,68%
1,42%
25,64%
30,01%
12
Copenhagen Capacity | 10/09/16
|
www.copcap.com
Thank you
www.copcap.com
/company/copenhagen-capacity
@CopenhagenIPA