Next Stop, Indeed
Marketing Campaign | Art direction, Illustration, Design
Indeed | NSAC
To create a year-long campaign to help increase its unaided consideration among 18-24 year-olds. Indeed describes Unaided Consideration as the percentage of respondents aware of a brand without being assisted.
What I did
We discovered a problem which had not been addressed. This problem being Indeed already has the solution job seekers need it just has to show it off. That solution being resources from cources to resume reviews. Indeed already has what it takes to become top of mind when it comes to the job hunt, they just show what they’ve already got.
Results
Employing a diverse media mix, including targeted programmatic ads, strategic Spotify partnerships, and engaging social media filters, culminating in the innovative "Job, FAIR" experiential activation. This campaign leverages existing Indeed tools, and reimagines them to be more user friendly. We've meticulously planned a pulsed media schedule and budget, with clear KPIs to track our success in increasing unaided consideration.
Manifesto Video
We found our audience was completely unaware of all Indeed had to offer. Indeed offers endless information on the Career Guide page – everything from the resume builder to presentation tips. Or even advice on how to quit a job.
We crafted this manifesto in order to articulate this key finding. Job seekers will be drawn to a guiding light that leads them through the job search – no matter where they are on their journey.
We crafted this manifesto in order to articulate this key finding. Job seekers will be drawn to a guiding light that leads them through the job search – no matter where they are on their journey.
Hand selected amongst a team of 11 students. We created a year long marketing campaign for Indeed to help increase unaided consideration among 18-24 year olds. Our campaign created billboards, videos, commercials, slogans, augmented reality, and a big idea to tie it all together. Our campaign won best strategy and placed 2nd in our district.
Career Compass Outdoor
Because Spotify is a trusted brand among our audience, we chose to sponsor the Spotify playlist; Viral Hits. This placement is meant to maximize awareness for Indeed’s brand through in-playlist media. The Career Compass logo will appear on the main page of the playlist, immediately catching the audience’s attention.
Multipurpose Commercial
Our first video execution focuses on the all-too-common feeling of panic involved with any stage of the job search; and how these feelings may be preventable with a little help from Indeed.
This is just one example of a singular installment in a series of commercials. The premise is translatable across jobs, careers, lifestyles and disciplines. Because Indeed has so much information, this commercial can take many shapes to cater to our diverse audience.
This is just one example of a singular installment in a series of commercials. The premise is translatable across jobs, careers, lifestyles and disciplines. Because Indeed has so much information, this commercial can take many shapes to cater to our diverse audience.
Sponsored Playlist
Viral Hits
Because Spotify is a trusted brand among our audience, we chose to sponsor the Spotify playlist; Viral Hits. This placement is meant to maximize awareness for Indeed’s brand through in-playlist media. The Career Compass logo will appear on the main page of the playlist, immediately catching the audience’s attention.
This new visibility of Indeed will refocus the audience to the Career Compass, inviting them to explore the microsite and everything it has to offer.
Viral Hits
Because Spotify is a trusted brand among our audience, we chose to sponsor the Spotify playlist; Viral Hits. This placement is meant to maximize awareness for Indeed’s brand through in-playlist media. The Career Compass logo will appear on the main page of the playlist, immediately catching the audience’s attention.
This new visibility of Indeed will refocus the audience to the Career Compass, inviting them to explore the microsite and everything it has to offer.
Indeeds New Illustration Style
During the creation of our campaign Indeed rolled out a new illustration style which you can see above. Externally, each character, place, and job we portray is an expression of who Indeed is and the people that they serve.
To capitalize on this, we quickly pivoted and expanded this look utilizing it both in our campaign and plansbook which you can see below.
To capitalize on this, we quickly pivoted and expanded this look utilizing it both in our campaign and plansbook which you can see below.
NSAC or National Student Advertising Competition started in 1973, clients have included global brands such as Meta, Tinder, Adobe, Snapple, Coca-Cola, and State Farm. Hundreds of college students compete to create a campaign for these top tier international clients. Below you can find a few snapshots of our campaigns plansbook.
Awards:
NSAC Regional Competition
- Second Place Overall
- “Best Strategy” Superlative
- Silver Award for Copywriting (Manifesto)
- Silver Award for Outdoor/Transit