Indeed has teamed up with TikTok for #IndeedPeDhoondo campaign. Social Samosa talks to the brand about its making and execution.
With over 200 million users in the country, of which 120 million are active every month, TikTok’s relentless growth globally and back home has been something to take utter notice of. In 2019, India contributed 45 percent or 277.6 million to TikTok's 614 million global app installs and this now reflects in digital spends as brands take notice of the platform. IndeedPeDhoondo taps on this trend.
Indeed tapped on TikTok reaching out to a wider base of users, the younger demographic if you may, for their campaign, #IndeedPeDhoondo. Set to a rap verse, the campaign attempts to grab the attention of potential job seekers and introduces them to the brand that can help them find their dream job.
#IndeedPeDhoondo - The Insight
A
content-led campaign, #IndeedPeDhoondo is aimed at creating
awareness among the youth about the best way to search for jobs and through a platform like TikTok that hosts a varied and expansive
user base comprising millennials and Gen Z.
Indeed understands the requirements of the Indian job seeker, and aims to
engage with digital natives on their preferred platform.
The TikTok Factor
The
brand is engaging with the creator community of the platform to come together
to spread awareness about the challenges one encounters when searching for a
job, and how Indeed offers a one-stop job search solution.
The campaign’s key message centers on urging the ‘new’ India towards employment, through Indeed’s seamless and user-friendly job search options.
Campaign Objective
“Targeted
at millennials and Gen Z, this campaign aims to create awareness about how the
job search experience can be a simple process on a platform like Indeed. If
there is any job on the internet, you can find it on Indeed, and this is the
proposition that the brand conveys through this tie-up,” shared Sashi Kumar, Managing Director, Indeed India.
Digital Chatter
To
launch #IndeedPeDhoondo, the brand initiated some fun Bollywood banter on
Twitter, around plans for the weekend, and several social-savvy brands hopped
on.
The association between TikTok and Indeed was announced by the brand through its social media handles including Twitter.
The brand then went onto rope in millennial celebrity TikTok-ers like Avneet Kaur, Jannat Zubair Bhavin Bhanushali and many others to kick start the #IndeedPeDhoondo challenge on TikTok.
The activity saw 15.3 Billion+ video views on the TikTok app and 8k+ videos were made by the app’s users.
The campaign’s key message was centered on urging the ‘new’ India towards employment. In line with its earlier campaigns, Indeed claims to continue to work towards creating awareness among job seekers while strengthening its audience connect by leveraging newer channels that are native to the latest cohort to join the workforce.
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