Strategic Performance Marketing Campaigns
QJobs is the sister company of Quess Corp, India’s largest staffing company. Its USP is helping people find blue-collar employment with competitive remuneration.
QJobs wanted to start from scratch and build a formidable presence.They wanted to increase app installs through aggressive performance marketing campaigns and convert a high volume of leads within a limited time.
The client's initial brief was to focus on promoting the app's features. But our research made us realize that for most blue-collar workers, salary and proximity/location matter more than the app’s features when it came to finding employment.
So we tweaked our communication strategy and put microtargeting at the core of our campaign by highlighting what the job-seekers wanted to see. We built our campaigns around their perceived dream jobs, targeted their interests, location, language,pain points of finding a job,etc.
How we got
6,00,000+ app installs for a job portal in
Strategy to gather Leads
Interest based targeting
We started the campaign with an open approach to find quality leads. The ad was generic, so was the communication. This helped us understand who our customers are and where we can target next.
From the results, we mapped out what our target demographics were looking for in a job, what kind of jobs they were looking for, what kind of messaging they were responding to, what key attributes made up their dream blue-collar job, and so on.
cut down the cost
With insights gained from the previous campaign, we identified key consumer profiles like Telecallers, Delivery partners, drivers, etc and curated a set of creatives based on the competitive salaries offered by our client for these job profiles. We then used these and Re-targeted those profiles based on their location and proximity,etc
We slashed costs upto 60%
Micro-targeting the campaign with specific Ad copy and visuals helped us reach our consumers directly.
This boosted the response rate for the ad, thus increasing our rate of app installs and reducing our Cost per Install by upto 60%
After decreasing the CPI, we then strategized to increase our reach with a new campaign that emphasised our client’s USP - competitive salaries for blue-collar jobs.
By making use of the word BADA- meaning Big in Hindi, physically making use of Big typography for it, and actually adding the salary amount, we managed to convey the message of “Big companies, Big Jobs.”
This helped us grab the attention of job-seekers and quickly amplified our reach.
Strategy to Engage target audience
Lockdown Jobs Campaign
To sustain the attention of our target audience, we came up with relatable creatives about working in a COVID-disrupted blue-collar economy. Many of them had lost jobs during lockdowns, while the ones who had jobs risked everything to keep working during the pandemic.
Our Ads explored these COVID-specific pain points for different profiles and combined them with specific messaging about suitable job offerings on the QJobs App.
Smart Job-seeker Campaign
We had to spread awareness amongst our consumer base about the app’s new ‘Skill Stamp’ feature that helped applicants prove their skill levels in blue-collar work like tele-calling, delivery,etc.
So we created a campaign that appealed to their need for upskilling and urged them to upgrade their life by getting their dream job over others. We also retargeted the unemployed segment with specific creatives that demonstrated how they can get a job quickly with this feature.