— THE CHALLENGE
ZipRecruiter needed a TV platform that would boost memorability and drive consideration. But, the reality of modern viewing behavior is that 60% of viewers now only hear commercials, and 90% are watching with a second screen in hand.
Meet The ZipRecrooners, an ownable soul band that turns hiring pain points into performance. Instead of explaining the product, they sing the value: active, qualified candidates in seconds, instant contact unlock, faster hiring. In a distracted world, the music becomes the message.
— THE EXECUTION
We produced a hero :30 and dedicated :15s designed to scale across hiring scenarios.
We launched the ZipRecrooners on Spotify with the full song, an official band page and curated hiring playlist.
We created a series of radio ads, letting the campaign be heard before it was seen.
We unleashed the band on TikTok, partnering with creators to drive millions of views and spread the song across the culture.
We even made a suite of GIFs. Because if it's memorable, it should live everywhere.
— THE IMPACT
We increased memorability in a distracted media world, sparking a "can't get it out of my head" conversation online.
