the ask: help humanize indeed on social.
the challenge: honor Indeed’s north star of better work for all, a truly good mission, while crafting inclusive, social-first content in a heavily regulated corner of the social universe.
our solution:
Little by little, we introduced culture-based signals, relevant cohorts, and platform-native trends. Our goal was to build brand equity on TikTok and Meta, where Gen Z can sniff ads a mile away and won’t engage unless content feels relevant, authentic, useful, and entertaining.
On May 5th, 2023, Indeed posted a video designed to reach new grads.
This video recreated a popular viral format to avoid IP issues, but used the trending sound. Over the course of 1 month, the video went viral. Graduation is a milestone, and one to be celebrated, but it also signifies a giant leap in a person’s life into adulthood and the working world.
806k views (TT)
7.9M views (IG Reels)
$760 media spend across platforms
This video leveraged the popularity of catchy motion graphics to talk about the importance of transferable skills.
In a wildly unpredictable economy, people are thinking about their soft AND hard skills in an effort to stand out as they consider transitioning to new fields.
3.5M views (TT)
1.8M views (IG Reels)
$3900 media spend across two platforms
In today’s stressful world, little treats can go a long way to staying happy.
In this simple video, we show someone celebrating a tiny work victory (sending an email).
99k views (TT)
432k views (IG Reels)
in conclusion: find your audience’s north star.
In this case: it was everyday life at work.
Knowing that opened up a universe of possibilities, across trends, platforms, industries, and audiences.
1.2M views (TT), because we can all relate.