Driving awareness through sponsored social content
As part of Agilent’s global growth strategy, the business launched a new Global Solution Development Centre in Singapore. The launch of this new hub meant there was an immediate focus in recruiting top talent within Singapore. There was the need to promote the new centre, excite candidates, and encourage them to explore potential career opportunities.
To ensure the sponsored ad featured engaging content, we created a short (15 second) video showcasing images of the labs and office spaces of the brand-new centre. Allocating a budget of $150, the Cielo Social team ensured the best ROI by targeting individuals between the ages of 18-65+ who work in the Life Sciences, Research, and/or Supply Chain industries in the greater Singapore area.
Capturing short bursts of attention, and yielding a higher ad recall rate, video ads on Facebook tend to perform better than still images. Because videos play automatically on Facebook, people tend to spend more time digesting the content and engaging with an ad. Reaching just shy of 15,000 people within a week, our video ad gained 529 link clicks driving candidates to the microsite where they could learn about the new Development Centre and apply to open positions. With a relatively small investment, we were able to reach beyond those who already followed Agilent on social media and in turn increase overall traffic to the microsite.