Indeed – Job of the Match & Job of the Fan
In June 2017, the world’s leading job site Indeed became the new main sponsor of Bundesliga club Eintracht Frankfurt. Hill+Knowlton supported the activation of the sponsorship with the aim of raising Indeed’s profile in Germany and presenting the company as a friendly and fan-friendly partner for both the club and the fans – which are traditionally critical of the ongoing commercialization of professional sports.
Hill+Knowlton created a narrative for the sponsorship that combined the passion vested in the sport with Indeed’s business model. This was achieved by developing fan-oriented campaigns which simultaneously focused the job market and job search. The main measure was the development and implementation of the “Job of the Match” campaign – in which fans got to know a “Job@Eintracht” such as a stadium speaker or falconer up close – and “Job of the Fan” – in which fans presented their own job to a member of the professional team. In addition, Hill+Knowlton was responsible for the sponsorship website, Facebook, Twitter and the development of an Instagram channel, mini campaigns around Chief Fan Officer “Charly”, a children’s football camp and sponsorship content for the Eintracht Frankfurt channels.
Even critical fan groups publicly expressed their support for the commitment of the new main sponsor. High engagement rates, e.g. on Instagram with an average of 50,000 impressions and 3,000 Likes per post, prove this additionally. According to surveys, Indeed’s profile rose by 7% in the first six months of the year – the highest growth rate among all German Bundesliga sponsors. The “Job of the Match” campaign was nominated and awarded for PR prizes throughout Europe. A total of 3,000 fans applied for Job of the Match and Job of the Fan, and the campaign achieved over 4 million impressions on the social media channels of Eintracht Frankfurt and Indeed.