15Five

15Five came to Division of Labor as the market for employee engagement software was heating up. Our job: get 15Five into the consideration set for any company in the market. So we launched a social, digital, and outdoor campaign to welcome businesses to the new HR.

For more on the launch process and how the team at 15Five made it happen seamlessly, please click here.

If you’re interested in B2B, check out our latest 15Five campaign here . You might also like our work for Dropbox and Pagerduty.

Welcome to the new HR

15Five’s launch video introduces human resource directors to the new HR.

Billboards in San Francisco build awareness.

If you’re in HR and you’re on LinkedIn, you’ve seen these.

If you’re in HR and you’re on LinkedIn, you’ve seen these.

Outdoor boards in San Francisco drove awareness and site visits.

15Five founder David Hassell.

Truth in outdoor.

The job description for HR people is changing.

A series of digital videos run on LinkedIn targeting HR managers.

Yearly-reviews-and-Why-so-white.jpg

15Five helps companies better engage employees to increase retention rates.

 
Outdoor for 15Five on the streets of San Francisco.

Outdoor for 15Five on the streets of San Francisco.

Everything leads to a custom landing page for more information and retargeting.

And, of course, an explainer video details what 15Five is, does and how it can help HR leaders evolve their companies.

WANNA KNOW MORE?

  • 15Five came to Division of Labor as the market for employee engagement software was heating up. 15Five is a startup that had received series B funding and was looking to build brand awareness and secure its space as a leader in the employee engagement software category. Division of Labor is the ad agency for startups in San Francisco, so we worked to carve out a unique space for the brand and position them as more than just a software company. 


    As workplace dynamics have changed and employee tenure has dropped, HR leaders have had more and more responsibility heaped on them without getting the respect and positions of power that should go with their increased responsibilities.


    This campaign needed to change the perception of HR as a category at the same time it positioned 15Five as the leader of that category. 



  • The old way of thinking about HR is dead. 

    Humans are not resources. Employee turnover is destructive and expensive. Yearly reviews are ineffective. The new approach to HR turns the entire category on its head. Employees are happier, more efficient and more productive. The company is more profitable and informed about employee performance. The Chief HR Officer gets the respect they deserve.

    As the ad agency for startups in San Francisco, Division of Labor works with a lot of companies encountering similar problems. Technology is being used to disrupt niche categories but getting

    Buy-in from C-Suite executives is still difficult. 

    Our strategy was to directly target Chief Human Resources Officers with our digital and social advertising. Outdoor was meant to hit a broader awareness target to help the conversion process.

  • The ad campaign ran as digital video, mobile video, digital banners, social media, and outdoor along with direct mail and email campaigns.

  • > 15,000+ social clicks / 5 million impressions

    > Video completion rate of 79% 

    > Display CTR of .13% - twice benchmark

    > Only 6 weeks - media spend was increased, markets expandedn text goes here