WorkMarket by ADP
The On Demand Worker Program
We turned WorkMarket's own best freelancers into its most credible spokespeople, on and off line.
- Features in Forbes, Mashable, US News
- 5blog posts, 3 video testimonials
- 3pieces of custom media content
The challenge
Raise WorkMarket's profile while showing the real challenges and benefits of building an independent business in today's economy — a story the company could not tell convincingly in its own voice.
What we did
We surveyed the entire worker base, sifted thousands of responses to find the most prolific workers, invited a popular social influencer onto the platform, then onboarded and cultivated the group as ambassadors to keep a consistent stream of content and advocacy running.
The consequence
A pilot program that produced earned media in national outlets alongside a full library of ambassador content.
Scored on the
consequential triangle.
- Talkability
- Real workers telling their own stories get quoted; company claims don't.
- Defensibility
- The worker base itself is the asset no competitor can survey.
- Indispensability
- The platform became how these workers run their businesses.
Your turn.
We take a small number of engagements at a time. Tell us what's at stake.