Copy-Driven Campaign System & Brand Storytelling

Project Snapshot

Client: DEGURA

Industry: SaaS / HR Tech / Pensions (bAV = betriebliche Altersvorsorge)

Project Type: B2B Campaign & Positioning

Role: Creative Direction – Strategy, Messaging, Visual Identity, Illustration

Focus: Messaging clarity & emotional B2B storytelling

The Challenge

How do you position a highly technical SaaS product like digital pension administration (bAV) in a way that feels human, urgent and relevant to HR decision-makers?

The goal was to create a campaign that contrasts the chaos of outdated broker models with the simplicity of DEGURA’s Pension Cloud – in a way that speaks both rationally and emotionally to overloaded HR teams.

Strategic Foundation

The campaign is built around the "Empathic Ruler" brand archetype:

Structure meets trust. Control meets human understanding.

Key messages:

• DEGURA relieves HR from complexity

• All bAV processes become digital, transparent and automated

• Employees get real guidance, anytime, anywhere

• DEGURA integrates seamlessly into existing HR systems

The overarching theme:

Creative Direction & Messaging

At the heart of the campaign lies a clear, repeatable communication mechanic:

This contrast-driven structure created a narrative bridge – from a shared pain point to a tangible, modern solution.

The tone is:

• Clear, competent, approachable

• Structured but warm

• Free from "salesy" language
  

Each ad followed a unified format:

• Problem framing (Yesterday)

• Solution positioning (Today)

• Subline: “HR gets…” or “HR wins…” – tailored to pain relief and benefit

Visual Language & Illustration

The visuals followed DEGURA’s internal system “Forms & Feelings” – combining clarity with emotion.

• Hand-drawn Makler character: stressed, outdated, overwhelmed

• Visual storytelling in character form

  
  

Illustrations were created and drawn by myself to embody humor and empathy, making the abstract bAV topic feel relatable and human.

Campaign Elements & Format Logic

The campaign centered around a three-part LinkedIn ad series, each addressing a distinct HR pain point – from outdated consultation models to paper-based workflows.

Each ad followed a clear structure:

• Problem framing ("Von gestern")

• Solution positioning ("Von heute")

• Subline using the “HR gets...” mechanic

• CTA leading to a purpose-built landing page

The landing page extended the campaign logic with:

• Narrative consistency (same structure, same tone)

• Step-by-step product explanation

• HR-focused proof points (testimonials, use cases)

• Integrated contact and calendar booking tools

  
  

The full funnel was strategically aligned, allowing each message to stand alone while supporting a unified narrative across touchpoints.

Campaign Elements & Format Logic

The “Von gestern – Von heute” mechanic became a campaign system:

• Works across LinkedIn, Website

• Repeatable with new topics

• Clear, emotional storytelling for complex content

• Strong visual identity via recurring character system
  

This strategic repeatability turned a one-off campaign into a modular communication tool – scalable and memorable.

Outcome

This campaign turned a complex and often overlooked B2B topic into a relatable, emotionally resonant message that captured attention and created trust. By combining copy-led strategy, audience empathy, and hand-drawn visual storytelling, we developed a campaign system that not only generated qualified leads – but also gave HR teams a sense of being seen and supported.

The result: a modular, scalable messaging format with emotional clarity and clear differentiation in a saturated market. Results & Impact

• Established a recognizable narrative system ("Von gestern / Von heute") across multiple channels

• Generated qualified B2B leads through LinkedIn and the campaign landing page

• Increased engagement through relatable storytelling and character-led visuals

• Provided internal alignment: the structure was reused in slides, sales decks and partner materials

• Positioned DEGURA as a modern, empathetic HR partner – not just a SaaS tool