Case Study

Microsoft
Data Centre

Attracting Top Tech Talent Through Localised Employer Branding Cross-Platform Recruitment Campaign for Australia & India

RESULTS:

Impressions (+137%) on GDN with 6,513 clicks (+56%)

0 %

CTR on GDN (above benchmark), $0.17 CPC (↓11%)

0 %

YouTube views (+133%) with 95.6% Skippable In-Stream View Rate

0 K

Meta Ads CTR: 1.91% (+4%), Clicks: +101%, and Avg. Watch Duration: +50%

0 %

About

Microsoft Data Centre and Keppel Data Centres launched a joint initiative to scale up hiring across Australia and India. The challenge: to attract top-tier tech professionals across three key job categories, while enhancing employer branding and adapting to each region’s unique user behaviour.

Problem

Despite having compelling career opportunities, Microsoft Data Centre faced three challenges:

• Low awareness of open roles and employer brand in key regions
• Need for high-intent applications rather than just traffic or reach
• Vast differences in creative performance and platform behavior between India and Australia

Solution

Arbi Click built and executed a multi-platform, regionally localised media plan that included:

• Google Search & Display campaigns targeting high-intent job seekers
• YouTube Ads leveraging video engagement at scale
• Meta Ads (Facebook/Instagram) using differentiated creative testing for static vs. video formats
• Creative localisation strategy:
-- India → Video-led, dynamic storytelling
-- Australia → Message-first, static creative formats
• Ongoing creative testing to optimise performance by platform and audience segment

RESULT

Impressions (+137%) on GDN with 6,513 clicks (+56%)

0 %

CTR on GDN (above benchmark), $0.17 CPC (↓11%)

0 %

YouTube views (+133%) with 95.6% Skippable In-Stream View Rate

0 K

Meta Ads CTR: 1.91% (+4%), Clicks: +101%, and Avg. Watch Duration: +50%

0 %