CareerBuilder
Let’s Job It Up
Brand relaunch for legacy job boards site.
Role: ACD Art
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. With the Great Resignation buzzing in the zeitgeist, CareerBuilder needed to take noticeable action.
THE SOLUTION:
We relaunched the CareerBuilder brand with “Let’s Job It Up,” a campaign focused on empowering the workforce and addressing their evolving needs. We crafted relatable vignettes of cringe-worthy workplace (and unemployment) scenarios, offering a way out from real-world frustrations. The campaign's modular scripts highlighted different product features, and by re-contextualizing characters & settings, we created net new B2B and social spots — doubling the output from our two-day shoot.
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.