Indeed | Apply Yourself

  • Strategy & Research Director

  • Book Edit Chair

  • Pitch Writing and Presenting

My Roles:

The Ask:

Make Indeed top of mind for 18-24-year-olds as they begin their next job search.

The Problem:

Target audience research revealed that while brand awareness is 91%, consideration is only 44%. Gen-Z is unaware of Indeed’s features beyond job listings and feels indifferent about the brand.

“It doesn’t seem like their ads are targeted toward my audience…I don’t hate Indeed, it just seems like it’s for older people.”

— Jama, 22

4

Focus Groups

12

Interviews

1074

Surveys

Man-on-street

312

61

Copy Tests

Insight:

Research revealed that as confidence increases in the job search, so does anxiety. Our target audience feels proud of what they uniquely have to offer, yet pressured and doubted by outside influences that tell them they are not enough.

The Underestimated crave control over their own future.

Strategy:

Indeed is the tool that gives The Underestimated control and confidence throughout their employment journey.

Our creative strategy shifts the meaning of the often critical “apply yourself” to an empowering message for Gen Z to chase after their ambition, their way.

Print:

Handwritten edits challenge cliche pieces of “advice” often used to belittle The Underestimated, and turn them on their head.

Video:

Comedic characters offer unsolicited “advice” to Gen Z job seekers. The main character disregards the outside noise and takes control by applying for themselves on Indeed.

Media & Promotions Strategy:

First, the Understanding Phase will educate about essential features of Indeed through digital and social pulsing, direct mail, and unique guerilla marketing. We will meet our goal of increasing brand consideration at the halfway mark of the campaign.

Then, the Loyalty Phase will go further, building a relationship with The Underestimated through brand interaction and promotions like our comedy tour and social media competition.

This campaign reflects our deep understanding of Gen-Z humor, fears, and desires in the job search, authentically communicating the benefits of Indeed.

Results:

  • NSAC 2023 District 10 2nd Place

  • NSAC AAF District 10 Best Media Plan

  • NSAC AAF District 10 Best Big Idea

  • AAF Lubbock Silver Addy

Team Indeed:

  • Account Executive: Christopher Daul

  • Art Direction: Danielle Waters

  • Research: Ashley Snyder, Rachel Mills, Ebubechukwu Nwabuko

  • Media: Harper Loc, Brooks Gisler, Daron Sheffield, Will Conway

  • Creative: Kendall Cohoe, Adam Bennett, Emma Zuar, Karla Moreno

  • Promotions: Paige Bonugli, Jenna Kock, Jared Lewis, Megan Carpenter