A refreshingly honest campaign to boldly ram home why KellyOCG is the standout global workforce solutions partner in an industry awash with ‘fluff’.
Bronze Winner for Best Omnichannel Programme at B2B Marketing Awards ’25
- 60.6 mil new opportunities generated
- $5 mil won in new business
- 147 k new users to landing page
As the industry zags, KellyOCG zigs
KellyOCG, a global workforce outsourcing and consultancy business, wanted to enhance brand awareness in the EMEA region. To achieve this, we needed a campaign that built on their existing brand communications as a straightforward, honest partner in a bold new way. By balancing consistency and creativity, we aimed to ensure KellyOCG was the standout choice in an industry that’s known for overpromising and underdelivering.
Shear honesty
Through our research phase, it became clear that KellyOCG’s transparent, honest approach strips away all of the unnecessary fluff to leave only the essentials of workforce solutions and executes them with precision. This insight inspired the campaign idea of ‘no fluff’, featuring striking visuals of a fluff-free cat, dog, and ram to showcase KellyOCG’s ability to cut through the industry noise.
Fluff-free talent solutions
The ‘No Fluff’ campaign debuted at CWS Summit Europe, with a unique event stand featuring an x-ray conveyor belt that stopped attendees in their tracks. The stand enabled attendees to literally see through the industry fluff and take their own toy ram home (always a winner, no matter your age).
Internally, KellyOCG employees have brought this campaign to life, amplifying its reach by sharing their own stories on social media and taking their rams on tour as part of the #TrueTalkChallenge.
With a multi-channel strategy across events, social, display, email, direct mail, and content, this campaign has successfully used creativity to cut through the fluff and the competition. So much so, that it has been rolled out across America and the Asia–Pacific region.
