The Situation: Indeed is the #1 job site worldwide with over 300M unique visitors every month. However, there are concerns Indeed isn’t resonating with Gen Z, specifically 18–24-year-olds. With this group quickly entering the labor force, it is imperative that Indeed remains top of mind so they remain in the target's consideration set.
What We Know: Gone are the days of being too afraid to admit that you don’t know what you want to do with your life. In fact, the truth of the reality is no one really knows. And that's okay.
By adopting an authentic voice that understands a generation plagued by uncertainty, this campaign positions Indeed as the most trustworthy source in the job search category.
Getting in the Consumer's Mind: A strategically driven look into what it's like to be an early professional in today's world, and a glimpse into one of our focus group's discussions.
No Experience Necessary: No one really knows the path to their dream job; but with Indeed, you can get a head start.
Directed by Kieran Hart | Cinematography by Christian Lau | Produced by the Lord Almighty
Social Promotion & Microsite: In the age of unrelenting imposter syndrome, we're capitalizing on affirmations to restore the consumer's trust in self. Each "reason," developed from a transferable soft skill, directs the consumer to Indeed's microsite, where they can find reasons that resonate with them, a pep talk, and jobs that align with each reason's respective skill.
Branded TSA Bins: For our frequent flyers, we're delivering our message in the one place they can't skip — the TSA line.
Ben & Jerry's Brand Partnership: Because a pint of Vermont's finest is the perfect companion to the anxious doomscrolling and anticipation that comes with the job search.
PR Box for Corporate Influencers: We know corporations aren't our consumers' most trusted source, so we're meeting them where they're at online.
The Plans Book: The whole shebang.*
*That media plan is my baby. Handle with care.
__________________________________________
Awards & Accolades:
Third Place Overall Student Campaign (National) | AAF American Advertising Awards
Best Plans Book (National) | AAF American Advertising Awards
MRI-Simmons Inspired by Insight Award (National) | AAF American Advertising Awards
First Place Overall (Regional) | AAF District 15
__________________________________________
& of course, the HUGEST of shoutouts