Case Study 1
Together Forward @Work
Client
SHRM
Year
AUG 2020 – Today
Campaign Social Connect
Recognition
Strategic Communication
and Integrated Marketing
2021 MarCom Award
Platinum
Together Forward @Work is a call-to-action for the business community to drive racism and social injustice out of America’s workplaces through specific actions and measurable outcomes on human equity. SHRM invested in this because they, and their members, have an opportunity, and an obligation, to use SHRM's unique professional expertise in addressing a significant social crisis in America.
GOAL: Drive out racism and social unrest in the workplace. Raise brand awareness of SHRM and its mission to create better workplaces and a better world by driving the need for all people to be equitably represented in the workforce.
STRATEGY: To convene the best minds to drive actions and solutions around equity in the workplace for the Black and LGBTQ communities. With an initial focus on addressing racism in the workplace we can elevate the discussion on bias at work and create positive social change that begins in the workplace.
OBJECTIVE: Delivering on this through:
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Shift the national narrative, powered by widely cited, actionable research, measured by media/digital impressions.
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Forward-leaning workplace bias initiatives powered alliances with world-class partners, measured by having at least 5 Fortune 250 brands on the commission + # of organizations across the country supporting.
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Engagement with policymakers, measured by reach outs, open/click thru rates of electronic communications.
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Consumption of materials produced by SHRM and its partners around Together Forward @Work, measured by website traffic.
MEASURE
August 2020 Campaign Launch Evaluation
30-DAY KEY TAKEAWAYS
Together Forward @Work Drove Membership Conversions
While the intended goal was awareness, 71% of August Together Forward @Work conversions were attributed to conversion tags tracking new memberships, general renewals, and student memberships and renewals.
Balancing Effective Placements with Premium Placements and a Variety of Targeting Created Efficiency in Reaching SHRM's Target Audience
The mix of programmatic, social, and premium placements allowed SHRM to quickly drive high reach in the first few weeks of this campaign.
Various Video Lengths Allow SHRM to Take Advantage of More Inventory
The various video lengths open up more inventory which proved to be helpful at the beginning of the campaign to increase reach. SHRM continued to monitor video length performance across platforms and audiences and customize campaign delivery as needed based on performance.
ADDITIONAL DATA CAPTURE
August 2020 Campaign Launch Evaluation
( CLICK IMAGE TO EXPAND >
CAMPAIGN PERFORMANCE INSIGHTS
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Non-social reach for this campaign was 969,941 at a 3.2x frequency—ideal for an awareness campaign.
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The campaign drove 139 total media conversions in August.
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Reach and frequency on Facebook is 424,768 at a 4.81x frequency. As for LinkedIn, SHRM reached 150,872 people at 1.5x frequency.
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SHRM added different copies of video creatives as an optimization strategy on both Facebook and LinkedIn that increased overall CTRs.
CREATIVE ANALYSIS
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VIDEO: The Racial Equity 15s video is driving the most video conversions (18), but the 30s video has the highest CTR at 0.19%.
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DISPLAY: The Racial Equity concept is driving 45 total conversions at a 0.12% CTR–above the benchmark for display (0.08%).
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AXIOS: The Axios @Work newsletter on 8/18 had more than 14K opens at a 43% open rate, with 140 total clicks at a 0.96% CTR. Given the rapidly expanding subscriber numbers for this newsletter, there are not set benchmarks here but performance is in-line with other sponsorships for this newsletter currently.
○ The added value Apex + Smart posts have driven 109,536 impressions and 136 clicks at a 0.12% CTR. -
FACEBOOK: The Racial Equity @Work 15s video has a CTR of 1.75% with 2,172 link clicks.
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LINKEDIN: The Take Action concept with text copy starting with “SHRM, and SHRM members” has a CTR of 0.34% with 372 link clicks.
AUGUST PERFORMANCE OVERVIEW
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TOTAL IMPRESSIONS: 5,491,312
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ENGAGEMENTS: 2,522
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VIDEO VIEWS: 163,154
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VIDEO COMPLETION RATE: 41.83%
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TOTAL CLICKS: 19,791
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CTR: 0.36%
360 CAMPAIGN
Campaign Links
Take a look under the hood of an inspiring industry-changing PR campaign. One driven by novel perspectives and validates the necessity of testing in any marketing process.