Welcome to the Employee Economy

Alight, a leading provider of integrated benefits, payroll, and cloud solutions has partnered with Iris since their founding in 2017. Our initial digital and events partnership grew to be strategic when we successfully relaunched their brand and website, priming them for a year of change with a new and matured voice.

2021 brought new leadership at Alight and M&A in prep for their IPO. They also pivoted from simply selling HR products to ambitiously adding value to the C-suite through a happier, healthier workforce.

Amid a global health crisis where the health, wealth, and wellbeing of workers became top of mind for every leader, we knew the time for Alight was now. So we positioned Alight to solve one of the most pressing problems of our time: The Great Resignation.

This timely, cultural insight led to a bold, provocative campaign—Welcome to the Employee Economy’.

This fully fleshed-out, multimillion dollar, 360 integrated awareness campaign comprised of broadcast, digital, social, events, and OOH. Our premium placements brought our bold messaging to places the C-suite was already looking, completely encompassing them and moving the needle for Alight. 

These placements included two major tentpole events: a CNBC sponsorship led by a linear TV spot on Squawk Box, supported by digital, social, and event activations, and an integrated partnership with Business Insider that included social, editorial, digital sponsorships, and a custom featured article.  

Other strategic placements included audio ads on streaming services, podcasts, and national/local radio, banner ads and video on C-suite-targeted websites, and OOH in major cities that leveraged traditional billboard/poster placements as well as digital screens in office buildings and airports. 

The total addressable market for the C-suite is 1.4M. At 920K unique impressions, we reached 66% of that addressable market, demonstrating the power of strategic 360 planning.

We also reached the C-suite influencers through high-impact linear, digital, and event sponsorships with select premium publishers like CNBC and Business Insider and extended our reach to 13.8M unique audiences. Overall, we served 174M impressions, 412K clicks on our ads, and 208K landing page visits – welcoming them all to the Employee Economy. 

Study results showed that respondents who saw our Native ads in the West & Midwest regions were most significantly impacted by the campaign. A significant increase for Aided Brand Awareness a whopping +22.6% lift; Brand Favorability also skyrocketed +20.7%; and content consideration also rose significantly by +20.3% from the baseline control group. With striking messaging Iris brought a purpose-led branding approach to a saturated business world filled with numbers and statistics. Alongside visually appealing color contrasts, employee diversity, and the literal spotlight approach, Alight’s brand is hard to miss. Reaching more than 66% percent of the targeted C-suite audience.

See the video case study below. 

Specialisms involved

Alight, a leading provider of integrated benefits, payroll, and cloud solutions has partnered with Iris since their founding in 2017. Our initial digital and events partnership grew to be strategic when we successfully relaunched their brand and website, priming them for a year of change with a new and matured voice.

2021 brought new leadership at Alight and M&A in prep for their IPO. They also pivoted from simply selling HR products to ambitiously adding value to the C-suite through a happier, healthier workforce.

Amid a global health crisis where the health, wealth, and wellbeing of workers became top of mind for every leader, we knew the time for Alight was now. So we positioned Alight to solve one of the most pressing problems of our time: The Great Resignation.

This timely, cultural insight led to a bold, provocative campaign—Welcome to the Employee Economy’.

This fully fleshed-out, multimillion dollar, 360 integrated awareness campaign comprised of broadcast, digital, social, events, and OOH. Our premium placements brought our bold messaging to places the C-suite was already looking, completely encompassing them and moving the needle for Alight. 

These placements included two major tentpole events: a CNBC sponsorship led by a linear TV spot on Squawk Box, supported by digital, social, and event activations, and an integrated partnership with Business Insider that included social, editorial, digital sponsorships, and a custom featured article.  

Other strategic placements included audio ads on streaming services, podcasts, and national/local radio, banner ads and video on C-suite-targeted websites, and OOH in major cities that leveraged traditional billboard/poster placements as well as digital screens in office buildings and airports. 

The total addressable market for the C-suite is 1.4M. At 920K unique impressions, we reached 66% of that addressable market, demonstrating the power of strategic 360 planning.

We also reached the C-suite influencers through high-impact linear, digital, and event sponsorships with select premium publishers like CNBC and Business Insider and extended our reach to 13.8M unique audiences. Overall, we served 174M impressions, 412K clicks on our ads, and 208K landing page visits – welcoming them all to the Employee Economy. 

Study results showed that respondents who saw our Native ads in the West & Midwest regions were most significantly impacted by the campaign. A significant increase for Aided Brand Awareness a whopping +22.6% lift; Brand Favorability also skyrocketed +20.7%; and content consideration also rose significantly by +20.3% from the baseline control group. With striking messaging Iris brought a purpose-led branding approach to a saturated business world filled with numbers and statistics. Alongside visually appealing color contrasts, employee diversity, and the literal spotlight approach, Alight’s brand is hard to miss. Reaching more than 66% percent of the targeted C-suite audience.

See the video case study below. 

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