TitelRyan Brown - Paid by ADP
Agentur
Kampagne Paid by ADP
Werbende ADP
Marke ADP
PostedMai 2022
Story Finding the human side
of technology.
Philosophie ADP is a well-known market leader in payroll processing software and
services. But to small businesses, this giant company felt too complex
and expensive to serve their individual needs. ADP’s impersonal and
overly corporate marketing made matters worse. Especially since our
research found that “payroll” had a more emotional meaning to small
business owners, giving them personal pride in rewarding employees
with accurate and timely paychecks.
Problem To reposition the ADP master brand among small business owners, we
had to make the software more meaningful to them. This meant making
it about people rather than technology. Our Paid by ADP campaign
captured the primary emotional benefit of using ADP’s payroll processing
technology by capturing the real people who benefit from it. Working with
the field sales team to nominate small businesses, we chose 20 people
to tell their own stories about what their paychecks really mean to them.
Ergebnis Response from the field sales team – who were skeptical of corporate
marketing – was incredible. They nominated a huge number of
customers for inclusion in the campaign and adopted the materials and
tools in their field marketing. This helped the overall campaign result
in a 15% increase in sales leads as well as measured improvement in
conversion rates and projected life cycle revenue per customer.
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