BWS Recruitment
Gratitude Campaign
The Client
Becks Wiggins Stokes (BWS Recruitment) is a Melbourne-based recruitment and executive search agency with over 25 years of experience connecting talented professionals with organisations across Australia.
The Brief
In a crowded recruitment landscape where many agencies are viewed as transactional, BWS sought to redefine perceptions. Their goal was to clearly communicate their people-first ethos and position themselves as a trusted long-term partner for organisations with ongoing recruitment needs.
With little prior investment in digital advertising, BWS needed to launch a test-and-learn campaign to reach decision-makers in Melbourne and surrounding areas.
Project Overview
Client
BWS Recruitment
Services
Digital Marketing
Graphic Design
Website Development
Key Outcomes
Audience Connection
Brand Awareness
Our Approach
We developed the Gratitude Marketing Campaign, built around real recruitment success stories. The campaign highlighted the emotional and professional impact of getting recruitment right and served as a tangible expression of BWS’s values in action.
Landing Page Development
We designed a dedicated landing page hosted at gratitude.bwsrecruitment.com.au, crafted to reflect the core themes of the campaign: gratitude, trust, and long-term relationships.
The page featured all three campaign videos in a clean and user-friendly layout, providing a single destination for both recruitment and executive search messaging. With clear calls to action, intuitive navigation, and a tone tailored for senior decision-makers, the page created a cohesive brand experience that encouraged meaningful engagement and enquiries from prospective clients.
LinkedIn Advertising
To reach BWS’s core target audience: CEOs, hiring managers, and sector-specific leaders, we launched a targeted LinkedIn campaign. The ads were designed to highlight the emotional depth and professionalism of the Gratitude videos while reinforcing BWS’s role as a long-term strategic partner. Campaigns were split between engagement-focused ads to build awareness and traffic-focused ads to drive clicks to the landing page. Custom audiences were built using criteria such as job title, industry, and seniority, ensuring the message reached the right people in the right context.
Google Ads
To complement the LinkedIn activity and capture demand-driven traffic, we implemented Google Search and Display campaigns. The search ads focused on intent-based queries relevant to executive search and recruitment services in Melbourne, helping BWS appear in front of high-intent users at the right time. Display remarketing ads were used to re-engage visitors who had previously interacted with the landing page or video content, reinforcing the message and driving return visits throughout the decision-making cycle.
The Outcome
The Gratitude campaign gave BWS a clear market voice: building awareness, showcasing their values, and supporting future lead generation with a repeatable digital strategy.
The Gratitude Marketing Campaign has helped BWS clearly communicate its people-first positioning and establish a stronger presence across digital channels. With a dedicated landing page, targeted ad campaigns, and a consistent brand system in place, BWS is now well positioned to build on this foundation and continue growing awareness among its core audience.