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Three pillars of workforce resilience

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Kelly gains competitive advantage with profile-building campaign that secures widespread media coverage

CLIENT: Kelly
INDUSTRY: Professional services
CAMPAIGN: Brand awareness

This multifaceted campaign had dual objectives: to establish top-of-funnel brand awareness and create conversion-driving content while developing proprietary intellectual property for PR, brand building, and profile-raising.

We unpack how this campaign exceeded expectations, securing extensive media coverage and emerging as Kelly’s most successful brand-building initiative to date, garnering widespread support and buy-in from across the organisation.

In 2023, Kelly, a global talent and workforce solutions provider, embarked on a transformative journey with their Re:work campaign. Originally rooted within one business unit of Kelly in Asia and expanded to serve multiple markets, the campaign aimed to reposition itself as a central, company-wide endeavour, as the talent experience within the world of work gained global prominence.

In this case study, we delve into the multifaceted and highly successful Re:work campaign. Its primary objectives were two-fold:

  1. To establish brand awareness at the top of the funnel and create content that effectively guided potential customers through the sales pipeline;
  2. To develop proprietary intellectual property based on their own data for PR messaging, brand-building and profile-raising opportunities.

Crucially, the campaign aimed to ensure a consistent message across all business units and drive client loyalty, retention, and lifetime value through market-specific insights.

Collaboration was a key theme, with a focus on demonstrating how the company could work seamlessly across business units, embodying the ‘Kelly Together’ philosophy. The campaign also set ambitious targets for increasing media attention and reach, outperforming competitors in share of voice, and providing valuable content for bylines and paid media.

Finding provocative headlines and thought-provoking talking points was also crucial for pitching the story to T1 media, trade publications and industry-specific media. Next was creating the content plan that would take the insights to market.

Identifying and setting the right strategy at the outset was key to success. To stand out in the market, brand-new research led the way. Applying fresh intelligence on how top organisations build resilience and harness talent in their workforce after a period of unprecedented disruption empowered Kelly to take a stance on the topic in a way that directly spoke to its buyers and their influencers, as well as the company’s existing clients.

The campaign centred around a data-rich digital report, featuring video highlights with headlines and key findings, an infographic and pull-quotes from Kelly leaders as well as executives of Kelly clients. The report was hosted natively on Kelly’s website, ensuring the team could track full engagement data and conversions throughout the life of the campaign. Coupled with this, a robust and highly-effective PR plan, including earned and paid media, was mapped out to ensure investment in the campaign resulted in great exposure and produced a strong return on investment.

Multiple teams contributed to the campaign’s success, primarily led by marketing and PR leadership. Internal communication, the strategic insights team, and business and Kelly’s divisional presidents played crucial roles. Client input and expertise from Kelly’s Chief Diversity Officer and Vice President of Innovation and Product Development further enriched the campaign’s impact.

And thanks to an extensive media tour with Kelly executives using headline research findings to secure media spots, the campaign was broadcast over 2,300 times and picked up by mainstream media including the BBC, Bloomberg, Fortune, and The Wall Street Journal, as well as several HR publications.

Ultimately, the campaign achieved remarkable results. It emerged as the most successful awareness and brand-building initiative in the company’s history. Moreover, it garnered increased support and buy-in from across the business, marking a significant milestone in the company’s strategic marketing efforts.

“The Kelly Global Re:work Report equips our teams across the company with proprietary research and meaningful insights from senior executives and workers around the globe. The report gives us a tremendous competitive advantage to help our clients better understand the world of work so they can evolve, remain profitable, and succeed at attracting and retaining the talent they need.”

Tammy Browning, President, KellyOCG

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