Turned research into a flagship report and website that anchored six months of integrated marketing.
Understanding the problem
Workvivo is an employee experience platform designed to house all of your company’s internal communications in one, centralized hub.
Following the closure of Workplace by Meta, another company communications platform, a number of companies were left without an internal comms solution. There was a huge business opportunity at our fingertips but, at this point, we had mainly been targeting desk-based companies. A whole new world of frontline companies and audiences had opened up in front of us and we needed to get in front of them.
The big idea
The key was to create a bold marketing campaign that grabbed attention, positioned Workvivo as the solution to disconnection, and attracted deskless companies and employees to our product.
Leading the campaign identity, creative direction, and social strategy, I created The Frontline Gap. This was an emotional and hard-hitting campaign that highlighted the importance of company culture, identified the struggles companies face connecting to their deskless workers, and brought frontline employees into the spotlight.
The process
The campaign identity put people at the forefront and incorporated texture and real-life environments to celebrate frontline work.
The campaign story was told in three phases. 1. Show the problem: campaign adverts were designed with actual gaps in the imagery to convey a feeling of unsettlement and that something was missing. 2. Fill the gaps: designs were altered to visually show the gaps being filled in with people imagery, presenting employees as the solution. 3. Point to the product: our product was presented as the connector between companies and their frontline employees. We made it very clear - Workvivo is the answer.
The result
The campaign launch included the promotion of the biggest virtual event Workvivo ever hosted: The Frontline Summit ’25. The event attracted over 8,000 registrants and included 15 different speakers from frontline companies and backgrounds.
A survey report, launched through a custom microsite, was also released to display our frontline research findings with the audience. This microsite was named one of the “best websites designed with Readymag” and gained over 50,000 views, becoming one of the top performing pieces of content in Workvivo’s history.