CareerBuilder
Let’s Job It Up
Brand relaunch TV & social
RECOGNITION:
Muse by Clio: “100 takes on the year's best and brightest ideas”
AdAge: “How CareerBuilder is tapping into the Great Resignation”
AdWeek: “Tuesday Stir”
THE CHALLENGE:
CareerBuilder needed to reassert its presence in the job search market after years of declining market share.
THE SOLUTION:
We relaunched the CareerBuilder brand with “Let’s Job It Up,” a campaign showing a triumphant escape from of relatable cringe work scenarios, offering a way out from real-world frustrations.
MY PART:
I was the ACD (Art) for this campaign — part overseeing a mid-level Art/Copy team, and part working Art Director for concepting, production, and post-production. We inherited the creative platform from a pitch team, and started from a blank page for building scripts & thinking through how we could squeeze the most out of just 2 shoot days to create 4 above-the-line vignettes for B2C spots, and recontextualize characters & footage for net-new social & B2B assets.
We re-contextualized characters and locations to maximize our production efficiencies and create net new B2B and social spots:
THE OUTCOME:
5x increase in site traffic within the first month post-launch, with 50% improvement in cost efficiency.
21% lift in brand favorability, 26% lift in consideration, and a 21% increase in recommendation rates among younger demographics.