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Client: ADP

Project: Outsource HR Campaign

Agency: Innerspin

Role: Creative Director

Date: 2016

ADP are one of the world's largest employers, overseeing a series of payroll, HR, tax and benefit services for millions of businesses across the globe. Despite their large reach and fully immersive products, they currently aren't a household name. To change this – and to target new customers – we were approached to create a campaign that would resonate with medium to large business owners.

Specifically targeting the Pacific Northwest – the hub of tech-savvy industry growth in the US – we built a digital campaign with four distinct messaging systems. We wanted to speak to business owners, offer them something more than a product, we wanted to offer them a solution.

The four messaging systems were; Educational, Staying Competitive, Functional, and Emotional, each aimed at a different core need and a different end user. Initially interchangeable, depending on engagement we were then able to push certain ads more in successful areas, catering for each message's regional behaviour.

Appearing in various forms – from display banners to sponsored and seemingly native content – we were able to gauge the market's reaction and monitor responses. Each ad was directed to a specifically curated standalone landing page, with direct, relevant calls to action.

The ads appeared across a wide range of websites, including; Taboola, Yahoo!, Mashable, ABC News, Forbes, CBS News, CNN, Wired, SF Gate, The Seattle Times, Bloomberg Business, San Francisco Business Times and the San Francisco Chronicle.

Results: The campaign was a success – in achieving over 7.5 million impressions in a fixed trial period, the client approved a second phase that rolled out nationally in fall 2016.

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