TASK
Attracting Talent for JvM Academy
The Academy aimed to generate significantly more attention among young creatives. The goal was to attract applications from all over Europe, substantially increase the number of applications compared to the previous year – and to identify the most impactful channels. The challenge: Many applicants tend to apply at the last minute – we needed to increase the sense of urgency through retargeting and timely assets.
SOLUTION
The Master Plan: How We Skyrocketed Our Application Numbers
We implemented a dynamic full-funnel campaign – with a strong focus on awareness and conversion.
-
Meta & TikTok: Awareness, performance, and creative diversity with a strong emphasis on ad testing (music, copy, visuals).
-
Meta Retargeting Campaign: Specifically for "hesitators," with high relevance and efficient CPA.
-
TikTok Countdown Sticker: Ideal for boosting the "deadline feeling."
-
User-Generated Content: Two assets from current Academy participants – one became a cross-channel top performer.
-
Reddit Test: Broad reach within an engaging user base.
-
Search: For the mid- and lower-funnel to secure and activate.
Continuous communication with the client and the integration of feedback on the actual origin of applicants (via form inquiries) allowed us to continuously optimize the media mix and strategically reallocate budgets.
Result
Application numbers beyond all expectations
- 843 applications vs. 511 in the previous year.
- 6.7 million impressions vs. 1.8 million in the previous year with the same budget investment.
- 42,701 link clicks vs. 20,006 in the previous year.
- Top-performing ad, created by a current Academy student, delivered the most conversions.
- Meta retargeting campaign delivered a CPA on par with regular prospecting.
- Efficient budget shift thanks to qualitative applicant feedback in the form.
JvM Academy Recruiting: Beyond the Click – See Our Winning Search Ads
The collaboration was absolutely hands-on, creative, and data-driven. We were particularly impressed by netzeffekt's flexibility in responding to our feedback
and immediately implementing the right levers. This allowed us to generate not only more but also better applications.
Chris Fotheringham,
Director of the JvM Academy
