The Challenge

Indeed needed brand content that could hold attention on social and outperform platform norms across a full year, not just a one-off hit.

The Solution

I led creative and built a repeatable content system: a set of proven hook patterns, formats and storytelling structures we could reapply and iterate on all year, optimized for completion and engagement. A system, not a one-shot, which is what made the output consistent at this scale.

The Impact

VTR – 19.78% (Benchmark: 3–8%)
CTR – ~0.75% (Benchmark: 0.5–1.2%)
CPC – €0.21 (Benchmark: €0.50–1.50)
CPA – €6.94 (Benchmark: €10–40)
Impressions – 1,27B (250M 2/3 sec views)