Omnicom
Omnicom is a holding company best known for advertising, marketing and communication. They wanted to drive awareness and appreciation of benefits ahead of annual enrollment. Keeping that creative brainpower happy and informed is no small ask, especially when your internal comms are being judged by thousands of professional marketers.
The idea
What if benefits videos felt like a mash-up of a morning show and a sketch comedy — with zero buzzwords like “synergy”? That’s how Benefits with Friends was born: 20 daily videos, each 2–4 minutes long. Bite-sized. Bingeable. Delightfully weird. Hosted by three friends chatting in a studio like it’s brunch, not benefits education. And cool prizes up for grabs just for tuning in.
Season 1 was so successful, we released a second season. We brought back the same beloved characters, but this time with new story lines and new benefits to explore that gave employees a reason to tune in again and again.
I must admit, I'm learning a lot more than I thought I would. The videos are digestible, informative, quick and witty. Kudos to the entire team on this!
Senior Research Executive at Omnicom
The results
13+%
of employees participated
in the voluntary campaign
6+
videos
were watched on average by each participant (out of 20 total videos)
18%
increase
in participation during the annual enrollment cycle that followed
98%+
learned something new
according to post-campaign survey responses