Overview
DailyPay is a financial platform that grants employees access to their earnings in real time. It strives to provide hourly workers with financial freedom and to streamline the process of moving money from financial institutions to the employee. DailyPay has partnered with many notable companies such as Sonic Drive-In, Sbarro, Coborn's Inc., and more. DailyPay sought out 5W to increase awareness and effectively position the company as the leading financial benefit platform for employees.
Strategy
Upon kickoff, 5W immediately positioned DailyPay's Chief Innovation Officer Jeanniey Walden as an expert in the economy, HR, and workplace by inserting her into conversations about inflation, return to work, monthly jobs reports, unemployment, and more. When monthly job numbers were released, 5W offered quotes from Walden to get into these stories, incorporating insight into what the reports meant for workers.
5W also kept a finger on the pulse of the news cycle, looking into topics related to inflation, wages, and hiring trends, putting Walden and other spokespeople forward for print, online, and broadcast media to discuss topics such as the impact of inflation on earned wages, how someone can determine if their salary increase was a true increase due to inflation, the most in-demand company perks for employees, and how companies can effectively attract workers in a competitive hiring environment.
To support DailyPay' s partnership news, 5W took a localized pitching approach, offering DailyPay and client spokespeople to discuss how earned wage access is helping employees in certain regions. This multi-pronged strategy allowed 5W to keep DailyPay top-of-mind for journalists while building awareness through consistent, quality media coverage.
Results
By targeting various verticals such as HR, personal finance, retail, workplace, and benefits, 5W successfully built brand awareness for DailyPay and positioned them as a leader in on-demand pay. Top-tier media was secured week over week - reaching 17.9 billion impressions in under three years - with notable placements including features in The New York Post, Business Insider, CBS Evening News with Norah O'Donnell, Forbes, CNBC, and many more.
