Alight — IPO & brand awareness campaign
In 2021, Alight faced a pivotal moment. New leadership, acquisitions, and an IPO propelled them beyond simply selling HR products. Their ambitious vision? To empower C-suites through a happier, healthier workforce, tackling the critical issue of the Great Resignation head-on.
With the support of an external agency, we developed and executed a multimillion-dollar, 360° integrated awareness campaign. We strategically placed bold messaging across broadcast, digital, social, events, and OOH channels, ensuring the C-suite couldn't escape the message: Alight is the answer to your employee retention woes.
Highlights:
Premium placements: Secured high-impact sponsorships with CNBC (including a "Squawk Box" TV spot) and Business Insider, extending reach to 13.8 million unique audiences.
Omnichannel dominance: From streaming services and podcasts to targeted website banners and digital airport screens, we saturated attention-grabbing spaces frequented by C-suite decision-makers.
Data-driven targeting: Native ads in key regions (West & Midwest) drove significant impact, with a +22.6% brand awareness lift, +20.7% brand favorability increase, and +20.3% content consideration rise.
Impact:
Reached 66% of the targeted C-suite audience, proving the power of strategic 360° planning.
Served 174 million impressions, 412,000 ad clicks, and 208,000 landing page visits, welcoming C-suites to the Employee Economy.
Beyond Numbers:
We utilized a purpose-led branding approach to a saturated B2B landscape. Striking visuals, employee diversity, and a spotlight on C-suite concerns made Alight impossible to ignore. Campaign and brand elements were incorporated across both streams to align the IPO and brand awareness campaign happening simultaneously. Afterall, this wasn't just about numbers; it was about redefining workplace wellness and reshaping the conversation around employee value.
To see more work that I’ve directed and designed at Alight, please visit alight.com or youtube.