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.