An Omnichannel Campaign to Counter the Competition

Company
Alight

The Challenge

A well-funded rival platform took a public shot at Alight … the kind that gets forwarded around a leadership team within the hour. Our CEO wanted a response campaign, and he wanted it fast.

The brief was simple to say and hard to do: build something that answered the jab directly, made Alight's case on the merits, and didn't read like we were rattled. (Bonus points if we could reuse it for other takeout campaigns in the future.)

Landing Page

Display Ads (6Sense)

Varient A

Varient B

Varient C

  • My team owned it end to end - strategy, copy, design, the whole build. We had two weeks, which meant no room for a slow reveal or a phased rollout. We wrote the landing page first, because that's where the argument actually had to land: a direct, point-by-point comparison of what Alight delivers against what the status quo actually looks like.

    Everything else, the display ads, the organic posts, the paid social, existed to drive people there.

    We skipped email on purpose because it wasn’t a nurture campaign, but a public statement.

    That meant real proof points instead of claims, and a tone that read as confident rather than defensive.

  • I set the strategic direction (the comparison-table approach, the whole shape of the argument) and took the first pass at the landing page and ad copy myself. From there I handed it to our copywriter to finesse and sharpen.

    I worked alongside a small, brilliant collection of my team: a Lead Developer, a Sr. Digital Designer, a UX/UI Director, and that copywriter. I leaned on our UX/UI Director's read on the page before we built anything, and our Sr. Digital Designer and Lead Developer turned the landing page and ads around in record time.

What this
work changed

The campaign held up on strategy, on message, and on execution, in front of our CMO and CEO. That combination changed how our creative team was seen inside Alight.

We stopped being the group that made things look good after the strategy was already set, and started being the group in the room while the strategy was still being built … a genuine in-house agency, not an order-taking print shop.

That shift opened a real seat at the table. Our team started sitting down regularly with demand gen and field marketing to talk through how they built their campaigns from the ground up.

Working through it together, we found gaps and fragmentation across the funnel … message and design that shifted from stage to stage with no connective tissue holding it together.

The fix was a “family tree” approach. The trunk was the foundation - the core goals, design elements, and message of a given campaign. Each branch off that trunk was a separate channel, built to carry that same foundation through a different funnel stage or audience.

We built it out in Figma as a real component system with reusable assets, masks, and building blocks per campaign. This enabled our design team to move dramatically faster without losing the room to actually explore creatively.