ASML: Carrying Out a Successful Recruitment Campaign on Douyin

Back Story

Dutch company ASML Holding N.V. is currently the largest supplier in the world of photolithography systems for the semiconductor industry. ASML sees digital marketing is now an essential aspect of the hiring process in China: Early 2020, we helped ASML enhance their brand image and refine job candidates via digital channel.


Our Solution

ASML’s goal is to educate more Chinese colleague gradates about its company culture therefore send in their resumes. After carefully examining ASML’s brand, we came up with two China-specific digital solution:



Video campaign on Douyin & Bilibili

We believe video is the best form for storytelling and we find two perfect digital channels: Douyin and Bilibili, both are top video platforms adored by millions of young Chinese.

The video concept is “breaking the stereotypes of engineers”. We hope that the video can send students the message that a high-tech industry, especially ASML’s company culture, is not bored but fun.




Digital Ads to Promote Online Game

 In addition, we also helped ASML with its digital advertising campaign on Toutiao & WeChat. The landing page is an online mini game that educate "lithography" knowledge. Through the digital campaign, we successfully attracted many fresh graduates to know more about the industry and gain interest about ASML’s job openings.


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