From transactions to transformation
Repositioning myPru from a transactional tool into a meaningful workplace resource.
Prudential introduced myPru, a revamped employee platform bringing workplace tools and career resources into a unified experience for employees nationwide. The launch required a cohesive campaign to clearly position the platform’s expanded capabilities and drive engagement beyond transactional use.
My role focused on shaping the narrative and rollout strategy to shift employee behavior—from using the platform for routine tasks such as reviewing pay stubs and benefits to leveraging it as a meaningful resource for everyday work and career development. I developed the positioning, messaging, and visual direction for the campaign, establishing a consistent identity for myPru across communications and workplace environments.
Phase 1:
discovery
Early discovery revealed a clear creative truth: employees did not see myPru as relevant to their daily work or career growth. While the platform offered new features and improved usability, its value wasn’t immediately obvious. To drive engagement, the campaign needed to reframe myPru from a utility employees accessed occasionally into a resource they relied on to navigate their work and future opportunities.
To create intrigue and establish a clear narrative, I developed the positioning concept Find Yourself in myPru. This idea connected platform features to meaningful outcomes, reinforcing that myPru was more than a website—it was a place to discover tools, information, and opportunities for growth. The messaging framework used flexible, benefit-driven headlines—such as Find information faster and Find your next opportunity—allowing the campaign to scale as new features and updates were introduced.
Phase 2:
Awareness
To introduce the updated platform and generate early momentum, we launched an integrated awareness campaign across the digital channels employees used every day. Communications included animated digital signage in high-traffic workplace areas, intranet stories and launch video content, and targeted email announcements highlighting new features. These touchpoints established immediate visibility for myPru and helped employees understand what had changed and why the platform mattered to their work.
Phase 3:
ADOPTION
Moving from awareness to action required creating approachable, visible moments that encouraged employees to engage with the platform firsthand. We introduced a series of adoption-focused touchpoints designed to make myPru part of the everyday workplace experience. A branded desk calendar placed messaging directly into employees’ daily routines, interactive fortune cookies near coffee stations created moments of curiosity and conversation, and a dedicated myPru Guru program provided hands-on support during the first month of launch. Together, these elements helped employees build familiarity and confidence using the platform.
impact
The integrated campaign ran for approximately six months, establishing a consistent identity and communication rhythm that supported sustained engagement with the platform. Positive employee feedback led to the creation of testimonial content that reinforced continued usage, and the success of the rollout demonstrated the value of a coordinated launch strategy. This adoption model later served as a proof of concept for the development of a more robust digital workplace initiative.