INDEED
OPPORTUNITY
- Indeed achieved phenomenal global business success in its inaugural 9 years, becoming the #1 job site worldwide with limited investment in marketing.
- However, brand awareness was significantly lagging with an opportunity to increase differentiation to obtain greater market share globally.
APPROACH
We conducted a brand positioning exploratory to further define Indeed’s brand platform and ensure long-term competitive differentiation, including:
- Internal and external qualitative research
- Quantitative research in multiple markets
- Competitive and market analysis
- Collaborative internal workshops
- Customer journey mapping
- Market opportunity and sizing analysis
- Creative agency RFP
RESULTS
- We were able to rally internal excitement and a unified focus to drive Indeed's brand strategy as a key business lever to increase brand awareness and capture greater market share.
- Developed global brand platform and messaging hierarchy
- Determined pilot markets and budget allocations for Indeed’s first-ever large-scale brand campaign
- Established collaborative integrated planning model, which increased internal credibility of the growing marketing organization
- Created a framework for pilot markets’ go-to-market strategy & goal setting
- Secured Mullen as their creative agency of record