Challenge: In 2023, Principal Financial Group faced a significant challenge due to the effects of ‘The Great Resignation’. Businesses were struggling to invest in and retain top talent. Principal needed to produce a campaign that addressed these concerns while targeting two distinct audiences: B2B (business decision-makers) and B2C (employees). The goal was to position Principal as the strategic partner of choice for businesses seeking to address these challenges and demonstrate how Principal’s services could help businesses thrive in this environment.

Strategy & Execution: TBWA\Chiat\Day LA developed the Big Picture campaign with a core strategic idea: investing in the right benefits gives businesses a competitive advantage in attracting and retaining top talent. The campaign was designed to resonate with both employers and employees by showcasing how meaningful benefits lead to a thriving workforce and a more productive business environment.

The campaign consisted of social, digital, OOH, radio, and four films. Two distinct perspectives were featured in the films:
- Perspective 1: The employer/business owner’s point of view, focusing on the importance of offering valuable benefits to attract and retain top talent.
- Perspective 2: The employee’s point of view, illustrating how feeling secure in their benefits leads to greater productivity and loyalty.

The rationales were clear:
- Meaningful benefits create an environment where employees thrive, and businesses attract and retain top talent.
- Employees who feel secure in their benefits are more productive and contribute to greater business success.

Results & Performance: The campaign successfully addressed the concerns of both B2B and B2C audiences, positioning Principal as a trusted financial partner that can help businesses and employees thrive, even in challenging environments.

Conclusion: The Big Picture campaign effectively communicated that when businesses take care of their employees, employees take care of the business. Through a tailored approach targeting both employers and employees, Principal reinforced its position as a leader in financial services, helping businesses create better opportunities for their workforce, which in turn drives business success and growth.