Create an integrated marketing campaign for the seasonal hiring retail audience to raise awareness for the Checkr brand in this space. Top of funnel assets included a use case page on Checkr.com and ungated content assets including a survey of retail customers, with retargeting driving users to content downloads and an MQL landing page.

Highlight our product features for the retail audience

Focus on hiring faster than competitors

Include our key value props of smooth, safe, and fast

Develop a visual system for the campaign including a mix of data visualizations, retail focused illustrations, and a bold eye catching color palette.

The first iteration of this campaign launched in H1 2022 drove ~$6M in pipeline. The second iteration launched in H1 of 2023 and saw ~$13M in pipeline with a 116% overall increase in pipeline created in this ICP segment YoY.

Concept creation, art direction, static design. Collaboration with Ad Conversion for launch and ad optimization.

Expanding on an existing set of character illustrations I created a set of retail specific illustrations to highlight hiring and retail jobs to be done. These illustrations were tested against retail customer photography with usertesting.com and resonated with the retail audience surveyed. Participants in the research specifically highlighted the eye catching and clear "now hiring" sign which became a foundational element for this campaign for both the 2022 and 2023 iteration of this campaign

On the left is the 2022 campaign page and on the right is the 2023 MQL page. During this time our revenue marketing team and brand studio tested and iterated on 4 ICP campaigns including the first iteration of the retail campaign. With these learnings we launched the 2023 campaign page to bring the form into the hero and include product visuals to better support the campaign value props. We also simplified the visual distinction of the campaign bringing it closer to the Checkr brand awareness campaigns being run at this time.

Driven by the desire to streamline our ad iteration and optimization we tested utilizing our ad agency for the production design of our ad creation and testing for the 2023 retail ads. With this decision I created a simplified version of the 2022 campaign minimizing the use of illustration for our 2023 campaign and provided documentation to our agency to develop the various sizes needed for our campaign launch. This campaign iteration was in alignment with the geometric shapes we had been seeing success with in other campaigns in late 2022.

Before handoff to our partners at Ad Conversion a detailed presentation of the campaign visual identity along with source files was provided. Starting with any learnings from a previous version of the campaign to ensure that all context for decision making was provided. This documentation included when and how to use colors, fonts, graphic elements, and photography.