What Talent Doesn’t Want: Ron
In the face of record-setting turnover during the Great Resignation, HR leaders faced immense pressure to attract and retain talent. We created the Future of Work: What Talent Wants campaign to help them turn the challenge into an opportunity. The centerpiece of the campaign was a guide identifying talent’s emerging priorities and what they wanted to leave behind.
Beyond promoting the guide via social posts, paid search, and display ads, we wanted an exciting and engaging way to generate interest in the campaign.
That’s when I pitched the idea of Ron.
An HR manager hopelessly stuck in the past, Ron represented everything the What Talent Wants guide helps HR leaders leave behind: outdated ideas about work-life balance, company culture, in-person work, and more.
We created the Ron videos completely in-house. I wrote several scripts, edited them with the help of my Creative Director, then went on location in Ohio with our video editor and his freelance team for the shoot. After editing, we shared the videos on Velocity Global’s social channels and launched a series of paid and organic ads featuring Ron. Users who engaged with Ron content were directed to a custom landing page that we created for this segment of the campaign.
See Ron videos below.
Campaign Ads
Ron came at an interesting time for Velocity Global. The VP of Demand Gen was serving as interim leader of the Marketing Department while we went through a leadership change. We were also working without a defined brand (nor with any brand people in the Marketing Department). Due to these factors, Ron ads relied on storytelling with stats rather than with brand-specific language.
Landing Page
I worked with our web developer to create a custom landing page for users who engaged with Ron ads. See a screenshot below, and view the entire landing page here.