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Zambezi | Creative Brief | Strategy
TL;DR
The Ask:
We were set a high goal, reach 50% aided awareness by the end of 2025.
Goal:
Situation:
While making progress matters competitors are gaining traction faster than we are. With other B2B brands similar and in the same category hyper-focusing providing a utility for their audience.
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UKG was being outspent leading us to have a lower SOV when it comes to that aided awareness.
Our goal for 2025 was to continue working on our awareness play and get UKG's name out there more.
Opportunity:
Better capture the attention of ELDM’s by showing HOW we empower them to improve culture and business results ​
UKG was being outspent leading us to have a lower SOV when it comes to that aided awareness.
Audience:
Our primary target are executive level decision makers (ELDM) at companies with 1000+ employees: C-suite, President, Treasurer, Finance, General Manager, HR Director, etc. This is an audience that has the opportunity to elevate their workplace and current UKG customers across company categories.
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Our secondary audience are those purpose-driven ELDMs that aim to truly make a difference in their workplace.
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We added in a third audience, an SMB audience to target those ELDMs that work at companies with 100 - 500 employees.
Strategic Approach:
Show how UKG’s technology helps ELDMs take their workplace and their business from good to great.
My Role:
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Researched trends, audience. and competitive landscape surrounding the workplace in 2024
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Helped put together creative thought starters and jumping off points
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Helped to craft the strategic approach and opportunity for the campaign
The Insight:
Leaders want to create trust-based cultures for stronger businesses, but need the right technology partner to get them there.
While we saw improvement from the previous year,
we wanted to strive for more
Making progress matters to us, but other brands are gaining more traction
In today’s world, when executed right,
hyper-focusing on providing utility is crucial for an audience
Over the past couple of years,
our great workplace spotlight has been on the full company, but not ELDM’s
Digging deeper into this audience, company leaders across enterprise and SMB are both desiring to achieve more
They are wanting to create great workplaces but don’t know how
There’s a lot of ways and moments we can provide utility to these leaders
Leaders want to create trust-based cultures for stronger businesses,
but need the right technology partner to get them there
Our technology and innovations are the magic tools that help company leaders elevate their workplace and their impact
Single-minded strategic proposition
Show how UKG’s technology helps ELDMs take their workplace and their business
from good to great.
Strategy overview
Creative
Media Placements
Strategy Team:
Account Team:
Creative and Production Team:
Alyssa Tigue: Group Account Director
Faye Armstrong: Senior Producer
Matt Babazadeh: Head of Strategy
Rachel Lynn: Account Supervisor
Kara Pierce: Director of Integrated Production
Cat Marsh: Strategist
Lauren Northcott: Senior Project Manager
Matt Sherman: Group Creative Director
Laura Lapham: Associate Creative Director
Julie Soluri: Associate Creative Director
Gavin Lester: Associate Creative Director