Difference Makers

Key results

A first B2B brand motion is usually judged on awareness alone. This one moved pipeline: four new enterprise opportunities traced directly to campaign targeting, one of which closed inside the quarter. Brand awareness lifted 5 points, and perception moved on the measures that matter to a buying committee — an 11-point gain on "Guild delivers both employee and business outcomes" and 10 points on "Guild is a trusted partner for solving companies' talent challenges."

The work reached 35MM impressions and drove 35K engaged sessions on guild.com. Two in three people who saw the ads said they were extremely or very likely to recommend Guild to other decision-makers.

The strategy

Guild had built a brand with frontline workers. It had not built a meaningful level of awareness with the buying committees at target companies. This was the company's first pure B2B brand motion, aimed at CHROs, Total Rewards, and L&D leaders at enterprises over 7,500 employees — a small, precisely defined audience that no amount of broad reach would efficiently find.

So we went to them geographically. Digital was geo-fenced around the office locations of named target accounts and around the industry events those leaders attend, layered with DOOH in the same buildings — 913 unique screens delivering 26MM impressions. Where both ran together, engagement compounded.

The message needed room to breathe. B2B value propositions don't land in a single frame, so the workhorse format was interactive multi-frame rich media that told the story sequentially. It became the campaign's strongest performer, and the reason consideration moved as far as it did while every competitor in the study slipped.

What I did

As Campaign Director, I partnered with our media vendor to precisely target our audience of Director+ decision makers in HR, L&D, and Total Rewards. We identified physical office locations with high concentrations of prospects and secured DOOH placements in lobbies, elevators, and streets surrounding the buildings. Then we geofenced our digital ads around the same areas to compound the message. We also layered in sponsored content and display ads with Morning Brew and Wall Street Journal.

As Creative and Storytelling Lead, I managed copywriters and designers in the creation of ads, sponsored content, and the landing page build. I also led the collection of customer testimonials to enhance credibility on the landing page.