For the “Hit It Off” campaign, I wrote three video spots and directed two of them. Each spot was meant to feature different types of job seekers which we segmented into three distinct groups: The Collegiates, Early Adulters, and Skill Seekers. This first video spot follows a member of the “Collegiates” on his search for the perfect role.
This second video spot is targeted towards “early adulters” and follows Riley on her search for the perfect job. Both spots were filmed in a style similar to the popular television show “The Office”, where the main character often breaks the fourth wall by looking directly at the camera. The spots are drastically different in style compared to Indeed’s current commercials in an effort to engage with a younger audience.
Indeed Express to Success
Indeed’s branded double decker bus will serve as a multipurpose space, providing headshots, professional clothing, resume review and business cards to Indeed members. The Express to Success Tour will start in California and travel throughout the country, stopping in select spot markets and college campuses.
What better way to foster brand love than to get someone their dream job by offering them resources they need? We can drive engagement by encouraging users to create accounts through our career services that help with their resumes.
1st level: Professional career closet and dressing rooms
Individuals can explore and select a professional outfit to take home. Clothes are provided through a partnership with Dress for Success, a global nonprofit.
2nd level: Professional career services & headshot studio
Upon arrival, visitors will meet with industry professionals offering career building tips. As visitors progress through the bus’ top level, they’ll find a photo studio where they can have their professional headshot taken.
Users are now ready to “hit It off” with future employers, all thanks to Indeed.
Paint your dream life
Indeed will sponsor a mural in each spot market, encouraging local artists to apply on the website to design a local “hit It off” mural. The artists will create a large, public mural in their style, tailored to their city. The only requirements for the mural are to include the campaign slogan “hit It off”, and incorporate the Indeed logo. Besides providing exposure and work to the artists, these branded murals will generate social media attention. Plaques will be next to each mural, crediting the artist and showing love to each spot market.
As found in Agency 633’s primary research, a percentage of Gen Z views the job search as a “capitalistic hellscape”, where companies view people as no more than a number. To prevent Indeed from becoming another player in this landscape, the brand will support local artists, proving they view people as people.
Go bananas for game day
One motivating factor to work is the ability to fund unique experiences. Knowing that 67% of survey respondents supported this statement, Agency 633 saw the opportunity for Indeed to become a partner of a fast-growing exhibition baseball team, the Savannah Bananas. Their funny and engaging videos, alongside their interactive games, resonate with our targets.
Throughout the first hour of the games, fans can apply for ‘odd jobs’ on Indeed, such as mascot, grounds-keeper, or backup dancer. Getting users to apply directly on the app will drive engagement and get fans familiar with the brand name.
There will be additional opportunities to get fans interacting with indeed, such as a sponsored section of the stadium (the job pool), mini-games (resume race), and in-game promotions (second inning strikeout).
Hitting them up to hit it off
Tinder is one of the most commonly used apps of the 18-24-year-old target, with Bumble not far behind, making these apps an ideal place to reach this group. Just like mustering up the courage to send that DM to a special someone, Indeed helps the target get where they want to go with confidence and conviction.
Ads will appear in the user’s swipe feed – grabbing the users’ attention. This engaging swipe feature on the app makes is easy for users to interact with the ads and drive traffic to Indeed.
You need to calm down!
The Calm app has catered to the “Collegiates” in the past. This group is stressed about the job application process and values mental health, so what’s better than partnering with a company whose mission is to promote relaxation and mindfulness?
Indeed will partner with Calm to produce an exclusive career-oriented mediation series that focuses on slowing down and unwinding during the job search. This will promote the work-life balance that our target greatly values. We want our target to know Indeed is there to help relieve stress and guide users to their goals.
Success will be measured by the amount of Calm app downloads and the amount of users who participate in this exclusive career-oriented meditation series.
