How to enhance Randstad’ brand awareness by designing a hyper-local programmatic DOOH campaign?

Explore Randstad’ success story. Displayce and Randstad deployed a powerful programmatic DOOH campaign to boost Randstad’ business activity and attract new talent in sectors facing challenges and tensions. 

About Randstad  

For more than 60 years, Randstad has been connecting companies with the ideal talent, capable of adapting to evolving needs. Its expertise is built on an in-depth understanding of industries, clients, and candidates, with a strong focus on human relations and mutual respect. Randstad is committed to exceeding expectations in service quality and innovation, while striving to make a positive social impact.

The Randstad campaign context

Randstad launched a hyper-local DOOH campaign to boost brand awareness, increase proximity, and attract new talent, with a focus on sectors facing recruitment challenges. The campaign ran for three weeks in April 2024 and targeted young candidates seeking stable employment or their first job, particularly those in temporary work.

The campaign also aimed to demonstrate to smaller local companies that Randstad is their first-choice partner for quickly filling staffing needs through temporary work. The objective was to establish a clear and strong presence for these businesses, emphasizing the flexibility and responsiveness of Randstad’s solutions and encouraging companies to trust them with their staffing needs.

As a result, the campaign targeted two distinct audiences— B2C and B2B—with two main goals: attracting new companies and job seekers in challenging sectors.

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Using programmatic DOOH for maximum relevance and context

The campaign was conducted by Randstad and supported by Displayce’s DSP. It was broadcast on Cityz, Mediatransports, JCDecaux, and InStore Media DOOH screens through Broadsign and VIOOH’s SSPs. This campaign aimed to strengthen Randstad’s presence in areas with limited physical agency locations, leveraging geo-targeting in 50 cities across France. Thanks to the large geographic coverage, the creatives were displayed on 3,544 screens across 2,292 locations, ensuring maximum visibility in key local areas.
To increase the campaign’s impact, they enhanced their settings with custom creatives e for each department – “A job in [department] with Randstad? Discover our temporary, fixed-term, and permanent job offers near you.” – and strategic dayparting to reach job seekers at peak times: 

• Monday to Friday from 7 AM – 11 AM, 12 PM – 3 PM, and 5 PM – 7 PM, targeting peak traffic hours to maximize impact.
• Saturdays from 11 AM – 3 PM and 4 PM – 8 PM, engaging with a relaxed and available audience during shopping or family outings.

They also focused on geo-targeting locations near Pôle Emploi/France Travail and streets with other temporary agencies to intercept potential talent. Major roads leading into urban areas were also selected for high visibility during workers’ commutes.

Additionally, they deployed tailored creatives to establish a strong local presence, ensuring their ads were contextualized and resonated with the local audience, while also focusing on prime time slots throughout the week.

Randstad DOOH campaign results

Randstad’s campaign achieved remarkable success, exceeding its objectives of boosting brand awareness and driving recruitment. 

The campaign generated 13 483 721 impressions and 1 450 916 plays. Displayce relied on Happydemics to conduct a brand lift survey to analyze the campaign results. Seven questions were asked of a group of 300 users exposed to the advertising campaign and a control group similar in terms of gender and age to the population not exposed via Happydemics. The campaign generated impressive results, with a 55 points uplift in specific intent, a 24 points uplift in brand image, and a 23 points uplift in brand consideration. Ranked among the top 5 most successful campaigns measured by Happydemics, it reinforced Randstad’s position as a key player in employment solutions.

Through meticulous planning, a hyper-local approach, and a targeted strategy, Randstad successfully fostered trust and interest in its message. By connecting job seekers with local businesses in key areas, the campaign created a meaningful impact on the local economy, reaffirming Randstad’s commitment to supporting professional integration and making employment more visible where it is most needed.

“The hyper-local DOOH campaign conducted with Displayce perfectly met our expectations. The results in terms of visibility and intent to apply, significantly strengthened our local positioning while supporting our efforts to invigorate the job market. We are delighted with the positive impact of this initiative.”

Gilles GOBRON, Deputy Marketing Director at RANDSTAD.