Randstad España

The objective

Raising brand awareness for a globally renowned HR services organisation

Randstad was founded in the Netherlands in 1960 and expanded into Spain in the early 1990s with the mission of connecting people with opportunities. As a global leader in HR services, the company helps people find work along with supporting businesses in finding the talent they need to grow.

On TikTok, @randstad_es maintains a highly active presence with over 470K followers. The account shares content focused on employability advice, including CV tips, interview guidance, and insights into the labour market. Content also highlights employer branding, using fast-paced formats and visual tips led by in-house experts.

Working with their agency, Internet República, Randstad runs an always-on campaign strategy on TikTok, using a mix of formats including app install campaigns, TopView, and Spark Ads to maintain continuous visibility and engagement. This campaign was launched as a new initiative within this ongoing activity, with a specific focus on driving awareness.

The primary objective of the campaign was to maximise awareness and reach, using high-impact formats to increase visibility and reinforce brand recall.

The solution

Leveraging TopView to create high-impact at peak moments

The campaign ran across two separate activation days (29/09/2025 and 12/10/2025), creating focused peaks of visibility within Randstad’s always-on talent attraction campaigns.

To maximise impact, Randstad leveraged TopView, TikTok’s high-impact screen takeover that appears as the first ad when users open the app. Using this full-screen format, the brand was able to capture immediate attention and deliver reach at scale during these key moments.

As a result of the format, no A/B or split testing was conducted. Instead, the campaign was delivered as a single-day awareness burst, building on previous learnings from ongoing activity.

In terms of content, the campaign focused on informative storytelling combined with a clear call to action. The brand’s core corporate campaign video was adapted for TikTok, designed to resonate with users while encouraging app downloads.

This content was used in a TopView campaign to deliver high-impact awareness and drive visibility over a short period.

The results

The campaign delivered cost-efficiency at scale, contributing to wider brand growth

The campaign delivered strong results, demonstrating the impact of a high-visibility format executed at scale. A 33.01% 2-second view rate highlighted the ability of TopView to capture immediate attention, while a 2.81% CTR reflected strong engagement and relevance with the target audience.

Performance remained consistent throughout the viewing journey, with a 1.86% video view-through rate showing clear progression from initial exposure to full video completion. This indicates that users not only noticed the campaign, but continued watching through to the end.

At scale, the campaign generated over 17.1 million impressions with a CPM of €3.81, reaching more than 2.5 million unique users in Spain. This level of reach ensured strong market penetration within the target audience. The campaign also drove over 482,000 clicks, translating visibility into meaningful user action.

This performance was driven by the use of TopView as a high-impact format, combined with a focused two-day activation that concentrated reach and frequency. The strength of the creative and clarity of the message supported both attention and engagement, even within a short timeframe.

Beyond awareness, the campaign also delivered 285 app downloads, showing that the content was compelling enough to drive users from first impression through to conversion. More broadly, the campaign contributed to increased brand visibility among younger audiences and supported the continued growth of Randstad’s candidate base.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.