MIKA’S SOCIAL CONTENT ROADIE

As part of Indeed’s partnership with international pop star MIKA, the brand wanted to grow awareness among new audiences and drive sign-ups on its platform. The idea was to merge MIKA’s fanbase with Indeed’s mission, creating a campaign that was both culturally engaging and rooted in career opportunity.

We launched the Social Content Roadie campaign: fans were invited to join MIKA’s tour crew by applying via Indeed.com—creating accounts, submitting video résumés, posting content on social, and applying to the real roadie role. I screened applications, conducted interviews (with the HangarFour digital team), and ultimately helped finalize the candidate with MIKA himself in a filmed round.

To build buzz—before we even opened applications—I worked with MIKA on his own social media strategy and scripting to tease and announce the campaign. Simultaneously, our PR team drove impressions across advertising, music, and entertainment outlets, amplifying reach and excitement around the roadie opportunity.

I led the campaign from conception to execution—pitching the idea to the client, coordinating with MIKA’s team, and managing creative strategy across digital and production. I oversaw the recruitment process (application, screening, interview rounds) and acted as liaison between MIKA, the chosen roadie, and Indeed’s team. I also drove the PR and social announcement strategy, ensuring media placements and social momentum fed directly into awareness and sign-ups goals.

Key Metrics / 1K+ Applications, 1M+ Earned Impressions, 1.15M+ Social Reach
Role / Account Director (HangarFour)
Client / Indeed