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 for large organisations, with thousands of staff. Changing perceptions and demonstrating Peninsula’s long-standing expertise in this area was therefore critical.
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.