JobStreet by SEEK launched the "Better Match" campaign to reinforce its position in Indonesia’s job market, facing increased competition from local and global rivals. Following its merger and rebranding, the campaign aimed to increase brand awareness, showcase AI-driven job matching, and expand market penetration among younger audiences and recruiters.

A four-fold rejuvenation strategy was implemented: product enhancement, mobile-first optimisation, creative repositioning with humour and animal imagery, and an omnichannel media strategy. The campaign leveraged Google, Meta, TikTok, LinkedIn, CTV, and programmatic buying to maximise reach.

The humorous creative approach, featuring animals symbolising job-seeker strengths, resonated with audiences, reinforcing AI-driven job matching. Results exceeded expectations, reaching 65% of Indonesia’s workforce (vs. 30% target), achieving a 30% increase in app downloads, and a 60% rise in registered hirers.

By blending innovative storytelling, AI-driven insights, and a data-backed media mix, JobStreet by SEEK successfully reestablished itself as the go-to job platform for Indonesia’s workforce.