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Increasing Indeed’s Brand Presence in India through a unique digital campaign
Indeed, the world’s largest online hiring portal, sought to expand aggressively in the Indian job market. Paul Writer was engaged as a consultant to enhance Indeed’s brand presence, increase the user base, and elevate user engagement and value. The challenge was to devise a unique and executable brand campaign to achieve these goals.
About the Client
Client: Indeed India
Platform: Disney+ Hotstar
Campaign Duration: February 18 – March 24, 2023
Positioning Planks
1. Preferred Destination for IT Talent and Jobs: Establish Indeed as the top choice for IT professionals and opportunities in India.
2. Comprehensive IT Aptitude and Skills Showcase: Highlight the extensive range of IT skills available through Indeed.
3. Pedigree Reinforcement: Reaffirm Indeed’s status as the world’s largest job aggregator.
4. Resume Expertise: Position Indeed as a guide and expert in resume creation and job search.
Campaign Brief
The brief was to create an entertaining and quirky show that:
– Showcased Indeed’s strengths.
– Provided training to potential candidates.
– Educated candidates on creating impactful resumes.
Brand Lens:
The campaign focused on how candidates could leverage Indeed’s search tools and resources to find the best-fitting jobs.
Concept
INDEED – THE INTERVIEW on Disney+ Hotstar
A scripted five-minute sketch series titled “INDEED – THE INTERVIEW” was developed. The series consisted of five episodes, each featuring a new candidate in an interview room with a mismatched panel of interviewers for an IT job. The panel included:
– Raghu & Rajiv: Twin brothers and start-up tech company owners
They represent the outdated corporate hiring approach & many more myths & tropes of job interviews. They bring their trademark aggression to the proceedings, but the viewer quickly realise that the joke is on them.
– Alok Kejriwal: A serial entrepreneur is helping the brothers with their hiring process which they have made a mess of so far.
Alok Kejriwal – He personifies the Indeed philosophy & represents the new approach to resumé building & cracking the interview. He is the calm voice of expertise who advises the interviewee on the best way to ace interviews.
The narrative involved candidates besting the challenging interviewers, with Alok interjecting to provide guidance and promote Indeed’s tools and benefits.
Target Audience
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Demographic: 20-35 years old tech workers in India
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Industry: IT/ITES and tech professionals in other sectors.
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Roles: From IT technicians to software developers and Level 1 customer service executives.
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Experience: New job seekers to those with a few years of experience.
Action Expected: Upload resumes on Indeed.com.
Execution
Content Creation:
Five humorous sketches highlighted various aspects of Indeed’s resume tools, job search filters, company reviews, and job alerts. These sketches were broadcasted on Disney+ Hotstar as mini-ads, push notifications and in-app content and complemented by social media promotions on Facebook, Instagram, and LinkedIn by the campaign influencers.
Results and Metrics:
3.2 Mn
Unique Views
6.0 Mn+
Content views
70%:30%
SVOD : AVOD watch time contribution
Concept
On-App Promotion
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- Reach: 30 million
- Impressions: 50 million
Push Notifications
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- Reach: 70 million
- Social Media Engagement:
- Posts by Influencers: 10+
- Total Engagement: 2K+
Disney+ Hotstar Social Media:
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- Followers: 1.8 million (Instagram), 3.5 million (Facebook)
- Views: 1.8K+ (Facebook)
Brand Lift Study was also conducted by Disney+ Hotstar to evaluate
Brand Awareness | Show Recall | Brand Association | Purchase Intent | Message Association
This case study encapsulates how Paul Writer leveraged innovative content and strategic partnerships to significantly enhance Indeed’s brand presence and engagement in the Indian market.
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