Tin Man

Work

THE LITTLE BOOK OF BIG TRIUMPHS

 
 

THE HEAD SCRATCHER

 In the midst of a world-wide pandemic that sent the jobs market into disarray, global job site Indeed wanted to find a way to connect with a new audience – young adults aged 18-34 who, having been hit hardest by COVID job losses, perceived the brand as cold, functional, and outdated.  

THE IDEA

We harnessed the power of spoken word poetry to tap into a natural sweet spot of engagement for our audience. Working with Young People’s Laureate for London, Cecilia Knapp, we found 10 newly hired Indeed candidates who wanted to tell their stories of job triumph. Through mentoring, Cecilia helped them find their words, putting pen to paper for the first time to tell emotive stories of overcoming adversity, rejection, and despair to get to the ultimate moment of triumph – getting a job.  We published their poems in a book, called The Little Book of Big Triumphs, alongside helpful tips from Indeed to inspire those still looking for work. And we launched the brand’s first ever TikTok influencer programme, because that’s where 38% of our target audience spend their time. 

 
Book of Triumphs.jpg
 

 THE RESULTS

  • 173 pieces of coverage in 3 days including 14 broadcast

  • Social reach of 1.2 million and 10,000+ positive engagements 

  • 33% said the campaign made them feel inspired

  • 42% said the campaign made them feel positive

  • 39% said the campaign made them feel hopeful

  • 66% believe that Indeed is empathetic towards job seekers’ challenges (46% pre-campaign)

  • 65% feel that Indeed cares about helping them get a job (50% pre-campaign)

 
 

FROM THE HEART

"Once again Tin Man perfectly understood our brief, brand and mission to deliver a campaign that Indeed is incredibly proud of. Their insight-driven creativity meant they were able to capture and amplify the humanity and power of Indeed's mission to help people get jobs while their holistic approach to communications meant we activated our campaign across a whole gamut of channels to reach our intended audience. Tin Man worked tirelessly to drive results and their consistent high standards - as well as their friendly and optimistic personalities - mean we look forward to collaborating with them in the future." Lewis Dean, Corporate Comms Manager UK, Indeed.

 

 
ConsumerMandy Sharp