national student advertising competition
account executive, digital team director
Client
Indeed
Semester
Fall ‘22, Spring ‘23
The American Advertising Federation has partnered with the company Indeed for its 2023 National Student Advertising Competition. This Account Planning & Research course concentrates on conducting research on our client to gain insights into consumer perceptions of the job search process and the company itself.
Our goal: Create a campaign aimed at increasing unaided consideration (UAC) among U.S. A18-24 by the end of 2023.
The second half of this course, Advanced Advertising Case Competition, focused on creating a fully integrated marketing campaign to achieve this goal. We then took our campaign “Let’s Get You There” to Austin, Texas where we competed at the National Advertising Competition. Here we presented our research findings and campaign to our client and industry professionals.
Let’s Get You There!
The “Let’s get you there” campaign captures the excitement of the job-search process with an optimistic message that assures the target market they are not alone. Because our Pathfinder segments all approach the job-search process a little differently, with different experiences and from different starting points, our campaign is designed to show Pathfinders that Indeed is there to guide them in their job search journey.
Take a look at our plan book below to learn more about our campaign and view our research! Platforms Used: Microsoft Office, Mural, Canva, and Qualtrics