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.
Of the small business owners we surveyed as part of our initial research, few had heard of Peninsula; those who had believed they catered to larger organisations and were not relevant to their size of business. Changing perceptions and demonstrating Peninsula’s long-standing expertise in this area was therefore critical.
A playful and emotive creative concept highlighted the contradiction of businesses trying to specialise in two disparate areas – empathising with the everyday challenges of an SME with a light-hearted, approachable tone. A highly targeted, data-driven media strategy, implemented programmatically, allowed us to identify demand and optimise performance with staggering precision.
The success of the tactics we deployed is evidenced by such a strong performance after just six months – results across the board have exceeded expectations, with significant increases in organic brand searches and direct homepage visits and, most importantly, an unprecedented spike in inbound leads and new customer accounts.