Welcome to the new HR
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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.
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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.
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The ad campaign ran as digital video, mobile video, digital banners, social media, and outdoor along with direct mail and email campaigns.
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> 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