Paycom
Paycom is an Oklahoma-based payroll and HR software company. Their main software is called Beti and they are mainly B2B.
The "Beti Works For You" Campaign
THE BRIEF
Paycom challenged my capstone class to take their advertising from B2B to B2C by positioning their company and their software Beti to Gen Z professionals. They asked for a multimedia campaign with a large, attention-grabbing showstopper.
"Make me nervous" -Adam Ballard, CMO of Paycom
THE PROCESS
My amazing team and I conducted thorough primary and secondary research. We conducted a survey, multiple focus groups, two ethnographies, and concept testing. We found that many young "Success Seekers" are nervous when entering the workplace and don't always feel comfortable making suggestions up the food chain. Furthermore, we found that Gen Z just simply doesn't care about payroll unless there's something in it for them.
THE RESULT
Our campaign, Beti Works for You, aims to give Gen Z "Success Seekers" the confidence to take control of their professional career with Beti as their personal assistant. We personified Beti with Yung Gravy, the confident young rapper with his hit song "Betty, Get Money."
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Our campaign won our college's capstone competition and Paycom asked us to present our deck to their marketing team afterward. This page is locked because there is a chance we could see this campaign live someday :)
Boston Marathon Water Tents
HR Convention Setup
Ask Me Anything Booth
THE SHOW STOPPER
To grab the attention of Gen Z and the nation at large, we advised Yung Gravy to change his name to Yung Beti as he was appointed the "Chief Entertainment Officer" of Paycom.
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BUT, he didn't want to stop there. Get your ballots out because Yung Beti is running for president in the 2024 presidential primaries ;)
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The limits of this campaign are truly non-existent because Beti works for you.
THE TEAM
Research lead: Michaela Williams
Media: Jake Sarey
Creative Development: Alexis Martinez
Art Direction: Amanda Coleman
Copywriting: Amanda Withrow
Book/Deck Design: Zoie Bates