Alight:
Building an experience in the employee economy.
Alight was heading into IPO.
As a startup in the HRMS space preparing for this momentous occasion, the key to success at launch and post-launch was to refine the brand to a razor's edge and ensure this precision is carried across all touchpoints across the customer journey.
A tight timeline, defining a brand, and building digital experiences to reflect this new vision? Just another 11 months in my life.
A new direction defined
New leadership at Alight along with a new direction for engagement brought about a top-down pivot from simply selling HR products to ambitiously adding value to the C-suite through a happier, healthier workforce.
They needed to reach and resonate with the enterprise C-suite while going up against well-established players like Fidelity, ADP, and Workday. With such low awareness levels—3% unaided, 19% aided—they needed to infiltrate the C-suite with a powerful idea that would ensure they’d remember the name ‘Alight’.
To start, we simply looked at the headlines.
Amid a global health crisis where workers' health, wealth, and well-being became top of mind for every leader, we knew the time for Alight was now. A shift in power dynamics between employee and employer was coming and would go on to impact every industry, every company, and every worker worldwide.
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.’
The campaign introduces the C-suite to an entirely new era that is already evolving. It proclaims that when you invest in your employees, they’ll invest in you.
And Alight is the partner you need to help you do it.
A new experience for the C-suite
In parallel, we revisited the digital experience Alight was offering
Talking to a C-Suite and engaging them are two steps of the same journey. To successfully capitalize on a spirited new campaign, we had to ensure that we drove them to a site that answered their specific questions.
Ultimately, Alight achieved a website transformation purpose-built for the C-Suite business transformation leader looking to execute demonstrative change within their organization.
A dramatic transformation was needed.
The transformation started with audience analysis and journey design. Understanding and delineating the moments of need and experience expectations informed the site design, information architecture, content planning, and broader marketing activities.
This strategy led to a human-centered digital experience and design that guided visitors to the needed information, making complex business challenges more approachable.
The website was enriched with an authentic voice and content targeted to key audiences. This allowed visitors to explore offerings at a high level or deep dive into a specific solution or feature.
The fluid, responsive design ensured that help was always available, whether visitors had questions or sought sales assistance.
The new website provided a robust platform and an audience-specific experience. Designed as a modular framework, the Alight team could evolve solution offerings and launch localized campaigns effectively.
The results
Through a media onslaught targeting the C-suite audience across digital, TV, radio, and OOH, the connection between ad placement and expectation was fulfilled and exceeded once they landed on the newly launched website.
Increase in brand favorability
Increase in consideration intent
Awareness increase