Campaign Strategy & Development


The people platform for small businesses.


Inspiring people to switch.

The Challenge

Tasked with developing a cohesive and compelling campaign (across radio, digital and direct mail) that encourages small businesses to switch to Gusto, we immersed ourselves in customer research and the competitor landscape. After an initial immersion and in-depth briefing, we developed 3 strong campaign concepts rooted in truths about our audience, the product and the competitive space.


The Work

Celebrating the love.

We landed on a direction that celebrated the authentic customer love that Gusto already received, playing with the tension of loving something most people find boring, dull or even frustrating. The result was a playful campaign that showcased just how lovable payroll can be.