TRINET'S HUMANITY CAMPAIGN
TriNet is a full-service HR solutions provider with a mission to power business success through incredible HR. We rally around a shared vision of improving humanity through business growth and innovation. TriNet's Humanity campaign was an extension of its People Matter campaign celebrating the hard work and diversity of TriNet’s customers.
The Humanity campaign sought to boost TriNet's brand awareness, but the timing occurred while American business owners were facing exceptionally dark days due to the pandemic. In these unprecedented times, HR solutions -although critical to business survival -were not necessarily top of mind. We wanted to make customers and potential customers aware of our capabilities- which could help in navigating the unique demands of the pandemic--through humor, familiar characters and common, yet comical, scenarios.
Our main objective was to break through the clutter with humor and levity while effectively communicating the importance of the product and services we deliver. We wanted to move beyond the somber, anxiety-inducing messaging that was filling the airwaves and replace it with some much-needed fun and a relatable moment for the audience.
The Humanity campaign sought to boost TriNet's brand awareness, but the timing occurred while American business owners were facing exceptionally dark days due to the pandemic. In these unprecedented times, HR solutions -although critical to business survival -were not necessarily top of mind. We wanted to make customers and potential customers aware of our capabilities- which could help in navigating the unique demands of the pandemic--through humor, familiar characters and common, yet comical, scenarios.
Our main objective was to break through the clutter with humor and levity while effectively communicating the importance of the product and services we deliver. We wanted to move beyond the somber, anxiety-inducing messaging that was filling the airwaves and replace it with some much-needed fun and a relatable moment for the audience.
For the TV and radio spots, we created a company with a congenial team of employees -each with a unique personality. We casted SAG actors in such a way that we didn't assign any particular characteristics or categories to the characters and made casting decisions based on who read the roles best. We placed the characters in real-life scenarios, from in-office to remote work, where they would address the same problems businesses typically face. We even included one commercial that dealt with the confusion of applying for a PPP (Paycheck Protection Program) loan.
The nationwide Humanity campaign featured out-of-home (OOH) ads in New York City, the San Francisco Bay Area and Los Angeles, television commercials and radio spots across the country and a major digital push that includes website, digital ads and social media. TriNet developed an approach to the messaging for each channel so that messages would complement each other and directly address their respective audiences.
TriNet's 00H was strategically designed to convey similar business challenges in a whimsical, attention grabbing way: simple, strong statements with bold color that played on the themes from our TV and radio. The ads were customized by region to add local flavor and make them more relatable.
The primary goal of the Humanity campaign was to increase unaided awareness and establish greater context for the TriNet brand. We also focused on growing our share of voice and positive media sentiment.
Our integrated, omnichannel campaign generated over 579 million impressions in 2020. We created strong brand awareness, familiarity and engagement through placements on CNN, Fox News, CNBC,
MSNBC, ESPN, ABC, NBC, Bloomberg, the Pivot podcast, The New York Times and social media including Linkedin, Facebook, Instagram, Google and YouTube, which saw a 200% increase in lead generation. We consistently outperformed industry norms in digital and social and we saw a 62% increase in clicks and a 16% increase in impressions.
We believe this success is the result of our lighthearted approach to addressing the real-life scenarios many businesses were facing.
In fact, the campaign has been recognized in many international and national competitions. You can find the growing list of awards here.
The nationwide Humanity campaign featured out-of-home (OOH) ads in New York City, the San Francisco Bay Area and Los Angeles, television commercials and radio spots across the country and a major digital push that includes website, digital ads and social media. TriNet developed an approach to the messaging for each channel so that messages would complement each other and directly address their respective audiences.
TriNet's 00H was strategically designed to convey similar business challenges in a whimsical, attention grabbing way: simple, strong statements with bold color that played on the themes from our TV and radio. The ads were customized by region to add local flavor and make them more relatable.
The primary goal of the Humanity campaign was to increase unaided awareness and establish greater context for the TriNet brand. We also focused on growing our share of voice and positive media sentiment.
Our integrated, omnichannel campaign generated over 579 million impressions in 2020. We created strong brand awareness, familiarity and engagement through placements on CNN, Fox News, CNBC,
MSNBC, ESPN, ABC, NBC, Bloomberg, the Pivot podcast, The New York Times and social media including Linkedin, Facebook, Instagram, Google and YouTube, which saw a 200% increase in lead generation. We consistently outperformed industry norms in digital and social and we saw a 62% increase in clicks and a 16% increase in impressions.
We believe this success is the result of our lighthearted approach to addressing the real-life scenarios many businesses were facing.
In fact, the campaign has been recognized in many international and national competitions. You can find the growing list of awards here.