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Gusto is an HR provider that needed to reach human resource leads of small to mid-size businesses to grow brand awareness and consideration. Knowing that these HR people are the ones who know everything, keep everything running and do most everything, we created a campaign starring Kristen Schaal as a character named Zoe, the HR lead of a mid-sized business, in just six weeks from brief to airdate. The spots follow Zoe through a relatable number of situations that an HR lead goes through in an average day. The integrated campaign reached its goals within weeks of launch, driving a 103% increase in brand awareness, a 24% increase in consideration and a 703% increase in searches.
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