How Indeed + Mullen Lowe’s global campaign for the 2015 ICC increased brand awareness by 3%
Indeed, the world’s largest job site, has released results from the global “How Football Works” campaign via Mullen Lowe, developed to support the sponsorship of the 2015 International Champions Cup (ICC).
The campaign, spanning across digital and out of home mediums, increased brand awareness by 3% at time when the brand doesn’t typically see increased awareness, and celebrated every hire that comes together to make football and the ICC work.
During the global campaign (which took in Australia, the UK and the US), Indeed.com had fanzones, client hospitality, on-field branding, PR, social and opportunities for once-in-lifetime fan experiences like the team liaison job opportunity.
The social reach was impressive, Indeed engaged with users across Facebook, Twitter, Instagram – achieving a total of 20 million social impressions, more than 400,00 YouTube views, and achieving more than 3.6 million social video views.
Says Mary Ellen Dugan, VP of marketing, Indeed: “The International Champions Cup was the perfect fit for Indeed as football is the world’s most popular sport and Indeed is the world’s number one job site. Throughout the ICC tournament, we were able to engage with more than 800 million fans globally, both in the stadium and at home. We are very pleased with the results globally and excited to say that the campaign met and exceeded expectations across the board.”
More key results of the campaign:
- In-stadium advertising of Indeed.com.au on barriers and on screen in over 20 games (including Man United v Barcelona, Real Madrid vs Man City and Man United vs PSG) reached 560 million fans in attendance and millions more watching at home
- Indeed received 11,500 landing page views and 500 applications for Team Liaisons – football fans could win behind-the-scenes access to the best clubs in the world during the ICC
- Indeed’s social campaign increased Twitter engagement by 17.7% and included promotion of the Team Liaison job on Twitter and Instagram including #HowFootballWorks.