ADP, a global leader in payroll and HCM solutions, needed an innovative way to engage its midsized business audience and drive new leads. They also wanted to adapt the humorous tone of their newly launched brand campaign for this audience.

Working with Modus, ADP’s agency partner, the team conceptualized and created a social media campaign that acts as a natural extension of the brand campaign (“The 25th Hour,” which amusingly imagines how an extra hour in each day would affect the world of work). The resulting ONE DAY campaign maintains that lighthearted tone while offering an abstract visualization of what the future might hold in payroll and HR, showcasing ADP’s industry-leading solutions for midsized businesses (50–999 employees).  

Translating ADP’s brand into demand

An industry leader in payroll and HR with more than 1.1 million clients, ADP is a Fortune 500 firm that supports a wide range of companies of all sizes. With this social campaign, ADP wanted to solidify its position with midsized businesses by showing that they understand their challenges, especially in turbulent times, and have the solutions to support their HCM needs. These next-level solutions empower midsized businesses for success now and into the future — however that future might look.

Resonating with midsized businesses

ADP and its agency partner, Modus, created an integrated social campaign, offering a glimpse into the (unpredictable) future for midsized companies. The campaign playfully builds on the brand campaign, with the construct of ONE DAY… UNTIL THEN. One day, company perks might include space travel. One day, office buildings will expand and contract. One day, remote work might even mean working from Mars. Until then, offer an out-of-this-world experience for your employees. With ADP, midsized businesses are ready for the next anything. The campaign is timely given the unpredictable nature of the current business climate, and reassures companies that with 75+ years of experience and over 1 million clients, ADP is the right partner by their side.

At the center of the campaign were five social ads that focused on the top five priorities of prospective users: benefits, upskilling, mobile tools, flexibility and recruitment. When users interacted with an ad, they were sent to a custom landing page built around that particular priority, showing them in-depth how ADP’s solutions could meet their individual needs. The campaign was reinforced with two ads that acted as product teasers, encouraging users to try a self-guided demo — which would also act as a high-quality lead capture.

Connecting what’s next to what ADP offers now

The campaign launch outperformed benchmarks across the board. The new solution ads drove a 22% increase in CTR on LinkedIn and a 71% increase in CTR on Facebook, indicating strong creative and strong audience engagement.

Exceeding expectations from brand to demand

These eye-catching, playful ads cut through the noise, getting viewers thinking about the future of work. The campaign supports our audience from brand to demand with custom landing pages, strategic retargeting and engaging demo teasers showcasing how we can help.

Bryan Harmon, Senior Director, MAS Digital Marketing, ADP

About ADP

Designing better ways to work through cutting-edge products, premium services and exceptional experiences that enable people to reach their full potential. HR, Talent, Time Management, Benefits and Payroll. Informed by data and designed for people. Learn more at ADP.com

About Modus

Modus is a people-centered, tech-forward, strategic digital consultancy that helps leading organizations solve core business challenges and discover innovative opportunities. Headquartered in NYC with offices worldwide, we design, build, and market digital products and experiences that people love. For more information, visit modusdigital.com.

These eye-catching, playful ads cut through the noise, getting viewers thinking about the future of work. The campaign supports our audience from brand to demand with custom landing pages, strategic retargeting and engaging demo teasers showcasing how we can help.

Bryan Harmon, Senior Director, MAS Digital Marketing, ADP