Indeed Campaign

Background

I worked on a creative campaign for Indeed, the job search site. We focused our campaign on building awareness for our client with their target audience and positioning them as the go-to job search destination. Throughout the year, we developed this campaign from the ground up and presented our product at the AAF’s National Student Advertising Competition in April.

We conducted research and analysis about our target audience and their current feelings about the job search. We explored Indeed’s current brand image and how they typically position themselves in the media. With this data in mind, we brainstormed 3 potential “Big Ideas” and presented these concepts to a panel of JMU professors. After some deliberation, we landed on…

The challenge

Position Indeed as the job search site that Gen Z can rely on

  • Target Audience: 18-24 year olds

  • Roles: Account Manager & Copywriter

the big idea…

A Friend, indeed

Research

We wanted our audience to see Indeed as a friend guiding them through the job search process. To do this, we needed to learn what Gen Z looks for in job search site & in a friend We sent our surveys to our target audience and we found that:

  • 55% of surveyors thought honesty was the most important quality in a friend

  • Transparency was ranked the most important quality when it comes to search engines

  • 75% of surveyors turn to a friend first when looking for advice

Creative & Media Rationale

  • Launching on social media platforms like Instagram and Facebook to get engagement from their users

  • Collaboration with TopGolf to combine networking & fun

  • Playful and lighthearted tone to signify that Indeed is the friend that our audience is looking for

  • Bright & colorful theme throughout advertisements

FINAL PLANSBOOK

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So… How’d It Go?

What I Learned

Presenting at the competition was an invaluable experience that gave me a glimpse into the world advertising. I was able to step out of my comfort zone and successfully present the campaign in front of an audience and panel of judges. We received helpful feedback about our strengths and weaknesses and used these suggestions to improve future campaign work. And last but not least, I made some great friends, Indeed!