In recent TV ads, Paycom, a payroll and recruiting technology company, shows how its technology can combat common workplace frustrations with TikTok star Corporate Natalie by making TikTok-style ads for connected TV. Going for a TikTok method of TV is area of the brands push to break through it clutter exactly like TikTok itself did in the social media marketing space.
The initial of the ads rolled out in early August and much more will observe in the coming weeks. The spots highlight Beti, Paycoms technology that empowers employees to control their very own payroll, and highlight why doing all your own payroll is effective for both you as well as your employer.
Our strategy focuses on increasing audience buy-in through repetition and exactly the same relatability that drew us to Corporate Natalie right away, said Adam Ballard, vp of marketing at Paycom. Spots were developed to focus on HR and C-suite decision makers, with the purpose of reaching them through companies employees.
With Corporate Natalie, employees will dsicover someone they find relatable in the ads, that will hopefully increase their fascination with Paycoms technology. Our overall goal would be to create demand from consumers (C-Suite and HR) to require an easier way to control day-to-day HR tasks, Ballard said.
Apart from connected TV, the spots may also appear on platforms such as for example Facebook, Twitter, Instagram, LinkedIn, YouTube, Pinterest and TikTok. The brand tapped Corporate Natalie because she understood firsthand the frustrations of outdated tech, tedious processes and HR mistakes. We saw a chance to bring Natalie alongside our other in-market campaigns that concentrate on the unnecessary complexities which come from getting the wrong HR tools, said Ballard. Natalie brings alive the pain a worker experiences if they are forced to utilize the incorrect tools for the HR and payroll needs.
For the organization Natalie campaign, the mix is approximately 50% digital, with almost all that investment being social media marketing, said Ballard. However, it really is unclear just how much of Paycoms advertising budget is assigned to this campaign, as Ballard wouldn’t normally share overall budget specifics.
In accordance with Pathmatics data, Paycom spent over $5.3 million up to now this season on advertising efforts. Ballard also said that campaign runs in parallel to the brands other national campaigns: Unnecessary Action Hero (starring actor Shemar Moore) and Wrong Tool (featuring investor Barbara Corcoran). Ballard declined to touch upon how Paycoms budget was split on social platforms.
Corporate Natalies videos represent situations highly relevant to all employees, and she’s over 425,000 followers on TikTok. The relatability she brings to Paycoms ads makes her an ideal person to explore how its technology is right for employees and their employers alike, Ballard said. The medium of TikTok we can get to the idea of what Paycom does immediately for employees using our app, allowing relatable humor to operate a vehicle it home, he said.
The TikTok style is becoming viral, and Paycom is testing the assumption that the style will undoubtedly be effective whatever the media.
Lily Rotter, senior director of demand generation, Skai
Paycom joins more information on brands which have partnered with TikTok stars for ad campaigns. Recently, TikTok personality Addison Rae collaborated with Google and Samsung on a 90s-inspired, nostalgia-filled campaign. TikTok may be the sixth most-used social platform on earth, and it gets the highest engagement rate in comparison to other social media marketing apps. On TikTok, marketers can get engagement rates to attain as high as 5.3% for accounts with 100,000 or even more followers, in accordance with Startup Bonsai, that is at the very least 4% greater than the engagement rates on Instagram and Twitter.
Paycom is utilizing an omnichannel approach and breaking barriers between TikTok and TV to stick out and target a fresh, younger audience, said Lily Rotter, senior director of demand generation at Skai, an omnichannel marketing platform. The TikTok style is becoming viral, and Paycom is testing the assumption that the style will undoubtedly be effective whatever the media.