Viterra’s Harvest Job Campaign

The Strategy

Based on Viterra’s requirement to fill 1,500 positions from an expected 4,000 job registrations, we refined our approach by analysing the previous year’s campaign. Our focus was to enhance campaign performance through clearer audience segmentation, and tailor keywords and ad copies to each group to boost relevance and click-through rates (CTR). We tapped into the audience’s interests in adventure, travel, and the appeal of short-term work in scenic locations. The campaign messaging highlighted the unique experiences, competitive pay, and the opportunity to explore Australia’s countryside offered by working with Viterra.

Our multi-platform strategy encompassed Google Search, TikTok, and Facebook Ads, each tailored to resonate with the specific audience on these platforms. Starting with ‘registrations of interest’ messaging, the campaign immediately demonstrated an uplift in results from the previous year. This momentum was sustained throughout, culminating in over 14,000 registrations – a 332% increase from the previous year – all while achieving a 63% reduction in cost per registration.