Delve Brand Campaign: “Compliance is done in Delve.
The Challenge:
No one wants to do compliance. They just want compliance done. That little insight was the birth of Delve’s launch campaign. It speaks to the startup founder or compliance manager who is stuck in the compliance chaos, desperately in need of help.
The Strategy:
Reframe compliance from a chaotic, time-consuming pain-in-the-rear to a fast, AI-driven process that can be simply and easily done in Delve. That device, done in Delve, became the focus of the whole campaign. No more chaos, long nights, panic-attacks or freaked out interns. Complaince is done in Delve.
Out-of-Home:
The campaign covered the city of San Francisco along with NYC and Austin so it couldnot be ignored by the startup community. It spoke to everything they were dealing with and everything they hated about compliance. And it built awareness, drove traffic and closed deals.
Results:
Massive increase in website traffic and brand awareness. Multiple new client acquisitions were attributed to the campaign. The Delve team even wrote their own playbook on how to launch an out-of-home campaign based on the campaign.
Why it worked:
Founders don’t have time for fluff. They want clear messaging and results. This campaign gets into all the emotions they feel when dealing with compliance and tells them that those problems are done.
About Division of Labor:
Division of labor is a San Francisco advertising agency specializing in brand and launch campaigns for Series A-C startups.
Today compliance is done without making interns cry or founders freaking out.
This board sits right next to legendary venture capitol firm, Andreessen Horowitz. When you can take advantage of a unique location, do it.
Delve campaign overview:
Delve partnered with Division of Labor to launch a brand campaign targeting enterprise security and compliance buyers. The work repositioned compliance as a moment of completion rather than ongoing anxiety, spanning out-of-home, digital and sales enablement.