Peninsula

YOU DO YOUR THING.
WE’LL TAKE CARE OF YOUR HR.

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The Brief

Peninsula provides outsourced HR services to businesses without an in-house HR department: primarily micro and small businesses with 1-20 employees. They’ve traditionally been a sales-led organisation, relying on offline marketing channels to drive new business. They wanted to build brand awareness amongst a wider group of consumers.

The Truth

Of the small business owners we surveyed as part of our initial research, few had heard of Peninsula; those who had believed they catered for large organisations, with thousands of staff. Changing perceptions and demonstrating Peninsula’s long-standing expertise in this area was therefore critical.

Press pack

The Idea

Adopting a highly targeted, digital-only media strategy was key in identifying and targeting the right audience and achieving a successful outcome. We led with a data-first approach which drove all aspects of the media campaign. Our creative highlighted the contradiction in businesses trying to specialise in two disparate areas, in a variety of light-hearted executions.

Results

  • There’s been a huge spike in awareness – branded organic searches and clicks are up 50% and 115% respectively YoY*, with direct homepage visits increasing by 120% and new users by 127% YoY*
  • Display activity is converting at 5x the Business Services industry average** (1.81% v 0.31%)
  • Programmatic click-through rates are nearly double the industry average** (0.09% v 0.05%)