Claudia Campo Mirabent
Campaign Strategist & Digital Marketer
Indeed.com
Even though Indeed.com is one of the top 3 most known job searching sites, it was far from being in th etop 3 of most used, particulalry among Gen Z.
Our impact
Task
Increase Gen Z's use of Indeed.com by placing it as their go-to job searching site.
Approach
Understand why Gen Z actively chooses not to use Indeed and change their perspective by reframing their view of Indeed as the place where Gen Z can build their ideal professional life wihout jeopardizng their mental health.
Results
From campaign testing: Those from the target exposed to the campaign...​
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97% likely to consider Indeed (as opposed to 74%)
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87% likely to use it (instead of 56%).
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82% felt more hopeful about the job serach
"Trust Simple"
NSAC 2023: Indeed
Every year, the AAF finds a company or brand to serve as the client. Each team of students works together for nine months to research the client, its competition, identify potential problem areas, and build an integrated marketing campaign that achieves the brand's goals. The teams pitch their campaign to a panel of judges. Judges are selected from the advertising, marketing, and communication fields.
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The 2023 client was the job search engine, Indeed. The target audience they wanted to reach was adults 18-24. Indeed's brief did not specify a budget, and they asked that the campaign stay true to the brand's image and voice as a professional brand.
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Our Edge: In our research, we discovered that Gen Z lacked trust for Indeed. We also found that Gen Z trusts brands that make them feel seen and understood. Our solution: Let Gen Z know that Indeed gets them and is ready to help them.
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My Role(s): Presenter, Strategist, Account Executive, Primary Research.
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Plansbook
Download
Aug. 2022
Count-down starts
The team came together to discuss everything we knew about Indeed, what we didn't know, the reputation Indeed has with A 18 - 35, and come up with a game plan.
Sep. - Nov.
Research
Divided into committees, performed secondary research (articles, news, websites, peer reviews, data bases, etc.) and primary research (interviews, surveys, focus groups, Person-on-the-Street interviews, etc.)
Dec. 2022 - Jan. 2023
Strategy and Creative Testing
reviewed reserach and found insights, from which we crafted a strategy: to persuade Gen Z to think of Indeed first, we had to make Indeed seem like the way to a peaceful and simple job search. We also tested the effectiveness of our ads with a sample of the audience.
Feb. - March
Edit Creatives and Prep Pitch
Knowing what worked and what didn't work with our ads and our Pitch, we made adjustments to our wording and the designs. We took into account key words said by our sample audience to drive home the effectiveness of our campaign.
April 2023
Pitch
I was part of the presentation team. We practiced enough that we could recite our pitch in our sleep. Our team won the BEST award for "Most out of the Box" thinking.
BEST Award for "Most out of the Box Thinking"
