Circle8

Circle8 Pioneer in the Dutch staffing market

Circle8 is a leading player in the Dutch market for the external hiring of independent professionals. Although Circle8 is a new brand, they are no novice: the company has its origins in De Staffing Groep. With over one hundred employees and hundreds of independents, they belong to one of the larger flexible staffing agencies in the Netherlands. With a focus on areas such as engineering, IT, HR, and project management, they connect the most exciting assignments at the best clients with the best talents, (re)connect them with organizations, help them grow, and support their progression. This continuous flow of talent ensures lasting growth for professionals, partners, and clients alike. They call this: Total Talent Flow, a new perspective on human capital!

Client :

Circle8

The video journey of Circle8

To gradually introduce their target audience to Circle8, we developed a series of YouTube videos tailored to each stage of the customer journey. In the first phase, the brand name is introduced; next, the proposition "Total Talent Flow" is presented; and finally, viewers are encouraged to visit the website. By allowing viewers to progress to the next video only after completing the previous one, we ensured each viewer experienced a structured and engaging journey through Circle8’s world:

Target audience → brand name introduction → proposition introduction → understanding what Circle8 can mean for them.

A mix of broad and specific targeting

To reach both broad and highly relevant audiences, we employed a variety of Google targeting options. This included affinity and in-market segments, along with custom segments based on users demonstrating relevant search behavior or visiting pertinent websites, including those of competitors.

Always relevant with dynamic display banners

In addition to the video campaigns on YouTube, we utilized dynamic banners within the Display Network. These banners were linked to a feed connected to the website, enabling us to always showcase a relevant assignment to the audience.

Flexible audience targeting for optimal results

Throughout the campaign, we continuously adjusted targeting to align with seasonal fluctuations. During peak periods of competition, we refined our targeting using specific audience segments, while in off-peak times, we focused on broader audiences such as affinity and in-market segments. This dynamic approach allowed us to adapt swiftly to changing market conditions.

Finding the sweet spot between quality placements and cost

During peak seasons, CPM (cost per mille) and CPV (cost per view) rates often doubled. This made it essential to continuously experiment to lower CPMs without compromising the relevance or effectiveness of our placements.

Results

In total, we ran 34 campaigns. By concentrating on the most valuable audiences and high-quality placements, we achieved impressive outcomes comparing Q1 2023 to Q1 2024: