In a new campaign titled, 'Benefits of Benefits', Principal Financial Group focuses on what really matters for the longevity of a business: its people.

Created in collaboration with creative agency TBWA\Chiat\Day Los Angeles, the campaign leverages first-party statistics and real customer success stories to showcase why benefits are important for gaining and retaining employees.
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According to the brand, 65% of employers plan to add new benefits to improve employee retention. Additionally, saving for retirement is a top financial priority for employees. Moreover, attracting new talent and retaining current employees is at an all-time low as a result of the pandemic. This begs the question, “How can companies keep current and attract new talent?” Perhaps the answer could be the right benefits.

“This campaign was created to highlight the crucial role benefits play in employees feeling taken care of and coming back to work,” said TBWA\Chiat\Day LA’s group creative director Gavin Milner. “We set out to talk directly to business decision makers to make them aware of the values Principal Financial Group shares and the solutions they have that can deliver real, tangible business value.”

In the campaign, Principal Financial Group brings stories to life through the lens of business owners, showcasing how the right benefits help them to attract and retain the right teams, ultimately leading to a positive impact on the overall business and their employees.

“Additionally, we wanted to tell human stories, so we highlighted a real Principal Financial Group client – Bob’s Red Mill – and their employees’ emotional true stories in our social extension of the campaign,” Milner added.

The integrated campaign includes :30s and :15s for TV, streaming as well as digital banners, and social media long and short form versions, driving the audiences to Principal properties to provide resources and tools.

The films will live across TV, streaming, and social, with TV/streaming showcasing how Principal can help businesses see the bigger picture and face challenges, while the social component highlights emotional, in-depth stories from the viewpoint of real clients like Bob’s Red Mill.