What evidence can you share that demonstrates the impact of the engagement?
We’re one of the few HSA providers that’s D2C. There wasn’t a roadmap or competitive example for Division of Labor to follow or imitate, so they had to do a lot of research to see what was used in similar spaces, whether it was health insurance or FinTech companies. They then had to pull from that and apply it to the HSA. It was a pretty big ask from a strategy standpoint to help us go to market in a way we had never done before.
As a newer brand, we needed to make an impact in the market. Their creative was big and bold but didn’t go too far because we are a FinTech and health care service company. Users keep their money with us. We needed to be thoughtful about that.
Division of Labor helped us strike a balance between being a bold company while making our users feel secure. From a deliverables standpoint, the team really helped us enter the major markets. We had media buys in some of the largest media markets including Chicago, Atlanta, Cleveland, Dallas, and Houston.
The year-over-year (YoY) lift for these interval markets was phenomenal. While we were focused on this unusual market, it also made a good impact on our employer market. We’re seeing these ads driving business to us in those areas, which was completely unexpected but speaks to Division of Labor's ability to connect to our audience.
How did Divison of Labor perform from a project management standpoint?
Working with three teammates makes the project very intimate, which is exactly what we were looking for. We communicate over email, and Rebecca sets the cadence and follows it very precisely. For one of our campaigns, we started later than we should’ve.
To be able to move at the speed that a startup requires is quite phenomenal for an agency. Rebecca was very proactive in terms of giving us all of the information and explicit feedback on the next steps. They hit every milestone.
What did you find most impressive about them?
They were tasked with building a first-in-market experience for us, which is always a challenge. As a company, we didn’t know exactly what that looked like so our strategy notes weren’t as precise as those of a larger corporation. But the team did a really good job of dealing with less information, becoming experts in our field, and delivering a creative campaign that stood out.
Are there any areas they could improve?
No, I have no suggestions. Everything has gone really well so far.
Do you have any advice for potential customers?
Putting together a comprehensive creative brief is an important first step when dealing with an agency because it helps them understand your thought process. It should include style guides, brand assets, and the tone of voice you want to use. From there, Division of Labor can work from that.
That was one of the learnings from our process and the team helped coach us on that. We’ve now incorporated it into our process so that if this comes up again, we’re more prepared. It also helps the team move at the speed at which you want to move because they’re not stuck researching your business; they can spend more time developing beautiful creative.