Client Overview
The client was a public-benefit corporation specializing in evidence-backed, scientifically verified standards for evaluating how well a given space fosters health and well-being for the people in it. Now, they intended to expand their scope with a new offering focused on how well a space promotes equity.
The Challenge
While the body's area of concern had never been restricted to "just" the physical features of a space, its proposed new equity rating would be a major expansion of the kinds of well-being it wanted to promote. However, in 2022, many organizations were taking a hard look at not just the effort of their DEI practices but the effects of them -- and many were falling short.
For the rollout of this new rating to be a success, the client needed to establish authority in the space, showcasing how its extant expertise and methodology could transfer.
Approach
With the messaging framework done, I set out to drive users to gated landing pages for the new rating in the client's key markets: the U.S., Canada, EU and U.K. Having worked closely with this client for some time, I already had a good sense of which platforms would be the primary drivers for their quality leads: traffic from Instagram, Facebook, and Google.
Paid search and social media worked in tandem with the landing pages to emphasize core messaging tenets, such as “the most valuable resource is human.” The campaign used quantitative data to argue that investing in equity as an investment in understanding employee experiences and needs, improving company culture, enabling better collaboration, and even driving increased productivity. The landing pages invited audiences to learn more about both the connection between equity and these results, and how they could foster equity in their spaces.
The two-month campaign, which launched in December 2022, started with higher spending to cut through the noise and business slowdowns associated with the end of the year. This approach allowed for some initial testing and refinement, laying the groundwork for an explosion of activity in the new year.
Results
Over the course of two months, the campaign served 3.95 million impressions, yielding more than 400 leads. Once clear of the end-of-year doldrums, the campaign’s click-to-new-lead rate more than tripled in January, up to 25%, with cost-per-lead falling 63%.
One landing page in particular outshone the others, driving clicks three times more effectively than the others, identifying it as a potential mainstay for future campaigns for the product.
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