Time for a pay check?

Ascender HCM

Mumbrella CommsCon Awards 2020:
– Winner: Best B2B Campaign

Ascender – Time for a Pay Check?

Fully integrated campaign.

One of the biggest challenges faced by Payroll and HCM firm, Ascender was that too many businesses still viewed payroll as a cost centre. However, in reality, getting pay right is a critical component of the employee-employer relationship.

So CampaignLab was tasked with developing a B2B campaign that not only highlighted the importance of payroll to the C-suite but also positioned it as a strategic function that improves the employee experience. The campaign had to generate mass brand awareness, position Ascender as experts in payroll and HCM, as well as drive opportunities for the sales team to engage prospects.

Payroll isn’t the sexiest subject in the world, so when a string of celebrities were pulled up for underpaying staff, our team sprung into action.

So, we asked the question, is it ‘Time for a Pay Check?’

We conducted research and found that 1 in 5 Australians were underpaid and that 14% of employees do not even receive payslips, which is illegal in Australia. The insights from our research shaped our strategic approach which was to turn data into insights and insights into action.

Through a combination of PR, content creation and digital marketing, we elevated the Ascender brand, positioning them as experts on payroll compliance and delivering engaging content that drove opportunities for sales leads.

Ultimately to help convert prospects we needed to increase opportunities for the sales team to engage with them. This was done by mapping our a customer content journey with the end goal being prospects to attend a breakfast briefing in Melbourne and Sydney.

The Results

The campaign was an outstanding success achieving:

  • 50+ pieces of coverage including mainstream media such as AFR, The Australian and Pedestrian
  • A total campaign reach of 44 million Aussies
  • 133 whitepaper downloads
  • 106 webinar attendees
  • 234 breakfast briefing attendees

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