Boosting brand awareness to grow market share in the UK.

SD Worx, the Belgium-based Payroll and HR software was looking to grow its market share within the UK and Ireland. With decades of experience in the sector and an established global customer base, it was already used by many within the region, but our clients saw it as a strong opportunity for growth too. Recognising the global demand for talent and the subsequent industry shift to employee-centric businesses, SD Worx wanted to adapt its positioning and be recognised as a forward-thinking partner. They tasked Torpedo to create a campaign that would showcase SD Worx as a business that understands the changing nature of work and helps businesses put people first. It had to target HR decision makers and influencers responsible for workforce experience, increase brand visibility, and reshape how SD Worx was perceived.  

We started by researching changes in legislation and developments in technology to validate our client’s brief and ensure our campaign was based on the latest industry insights. With a clear understanding of employees’ shifting expectations on what they believe constitutes a good job and a good company, our concept started to develop: people are the biggest asset in your business, so let’s make sure you’re answering their needs.  Our Creative team took this campaign idea quite literally, leading to a simple and impactful execution. Oversized, larger-than-life individuals were brought into everyday workplace settings, creating striking visual contrast and immediate stand-out. The campaign combined playful scale with confident messaging, reinforcing SD Worx’s focus on employee-first thinking. We rolled out the concept across video, social, and a dedicated microsite. This was supported by customer stories, anchoring the campaign in real-world credibility and building trust with prospects. 

The campaign was rolled out across the industry press and social media and yielded excellent results. In the first three months, our video content was particularly effective at generating engagement – achieving over 490,000 video views. Meanwhile, the microsite provided a focused destination for deeper exploration of SD Worx’ credentials and intelligent, secure, cloud solutions. Within the same timeframe, it earned over 4,000 unique website visits. These results show that the project helped elevate SD Worx’s brand presence in the UK and Ireland market – reinforcing its positioning as a modern, people-focused partner.