Indeed – International Champions Cup
Indeed.com, the world’s #1 jobs site with over 180 million unique visitors every month from over 50 different countries, had become the catalyst for putting the world to work. To further reinforce the brand’s leading position and support launches across multiple international markets, Indeed wanted to leverage the reach and emotional power of sport to connect with millions of job seekers.
The key challenges were to:
– Drive aided and unaided awareness in the job seeking population and ultimately make Indeed famous across the globe
– Celebrate importance of every job, no matter how small
– Tell Indeed’s overarching brand story of ‘How the World Works’ through people’s biggest passion points
– Our role was to identify, negotiate, and activate a partnership which would deliver the biggest impact for Indeed.
Leveraging our in-‐depth understanding of the client’s broader communications and marketing strategy, we identified key components that any sponsorship would need to have in order to deliver desired fit and impact. We challenged the preferred rights holder, the International Champions Cup, to adapt its entire package to ensure Indeed received all necessary assets to deliver on its brand objectives, particularly around the ability to create unique content.
The package was then evaluated utilising our proprietary ‘Connected Sponsorship’ toolkit, attributing value to every single component of the package to ensure the rights fee reflected desired ROI ratio. The partnership was then negotiated, guaranteeing that every component, from the desired property, to all assets, and the rights fee, were providing Indeed with the very best partnership to deliver on its set out objectives.
We also managed and activated the partnership in Europe, North America and Australia.
Fully integrated campaign delivered over 20M impressions across all social media channels, more than 400,000 YouTube views and more than 3.6 million social video views.
Brand awareness raises by 3% across in key market of US, UK, Germany, and Australia.
The tournament delivered Indeed’s highest aided single day awareness score ever of 37.3 following the LA Galaxy vs Barcelona game at the Rose Bowl.
Social campaign #HowFootballWorks experienced a 17.7% engagement rate on Twitter, and saw nearly a 7% organic lift.