There's a version of social that plays it safe: approved copy, brand-safe, beige. It ticks every box and moves absolutely nothing. Nobody stops scrolling for safe. And that version doesn’t sit well with Wired’s Mischief Makes Magic value. So, with Indeed Australia, we threw safe out the window and got mischievous, unhinged and funny. The kind of mischief that goes beyond double tapping and moving on, we’re aiming for people to save it and send it to their group chat. 

The Mischievous Strategy: The Unhinged Workplace Bestie 

We knew the Indeed brand had incredible potential to connect with Australian workers - people who are funny, self-aware, and deeply over bad workplace culture. So, we pushed the client to go there. 

The strategy of showing up as your “unhinged workplace bestie” centres on being that friend who says the things about work that others dare not say.  

We leaned hard into: 

• Being dry, sharp and provocative  

• Gen Z vs Millennial tension: a cultural goldmine for workplace comedy 

• Genuine workplace insights That make us uncomfortable but yet we all relate to 

This shift started paying dividends. In Q1 (April – June) Indeed Australia outperformed all Indeed markets globally in all metrics. That’s markets with bigger budgets, bigger teams, and a head start. We’re the most engaged market, with 457k engagements this quarter, including over 60k shares.  

The Mischievous Commercial Effect  

Our Gen Z unhinged email sign off TikTok hit 2.5 million organic views, 51.9K shares, and 52.4K saves, putting us 6,000% over our quarterly KPIS. To put that in context: saves are the most meaningful signal on TikTok because it indicates that people want to watch it again. That’s content with staying power. 

Across the quarter on TikTok and Meta, Indeed AU delivered: 

• 4 million organic impressions  

• 3.3 million organic video views  

• 457k engagements - #1 globally  

• 62k shares — #1 globally