Multiple research studies on the motivations, the loves, and the frustrations of small business owners found a common theme: managing the day-to-day running the business gets in the way of what really matters to them—the output of their business. Everything else—the admin, the squabbles, the minutiae—are all distractions. Distractions that are streaming through their brains when they are trying to focus on growing their business.
Using empathy and humor, we brought these streaming distractions to life—literally and metaphorically. The exaggerated roster of daily distractions ride on a conveyor belt through our small business owner’s office as he’s trying to get work done. It was surprising for the category and created the perfect opportunity to position Paychex’s offerings. Our audience agreed—our segmented media strategy yielded CTR high of 37% above the YouTube benchmark, and view rates enjoyed a 13% lift over benchmarks. The video has earned its spot in the integrated outbound campaign for Paychex in 2019 due to its performance and promise.