International workspace provider HB Reavis was impacted by the Covid-19 pandemic as many companies around the world shifted to remote working. However, within the challenging business climate, there was also an opportunity for the brand to connect with its C-suite audience by answering their topical questions about what the return to the office could look like.
Working with Isoline Communications, HB Reavis’ strategy was to cement the brand’s workspace authority with a thought leadership content marketing campaign based around credible research. Rigorous qualitative and quantitative research and exclusive insights were key to ensuring that this hard-to-engage audience would be willing to hand over their contact details to gain access to the content. The ‘Future of Work – 2021 Workspace Trends’ report grabbed attention by challenging the assumption that remote working would become the norm, and explored the trends which would drive business productivity and wellbeing over the coming year. The campaign delivered a 3,893% increase in sales leads, with a five times lower cost per lead generated by previous content campaigns.
Objectives & Aims
Isoline Communications was tasked with helping HB Reavis engage its C-suite audience across Europe throughout the Covid-19 pandemic, via a content marketing campaign which would explore solutions to current workplace challenges. Specifically, the agency had to deliver:
- 300 qualified sales leads at a 100 euros maximum cost per lead
- 2,000,000 impressions across target social media channels
- Average of one and a half minutes spent consuming campaign content
- 1:4 return on agency marketing investment.
Implementation, Execution & Tactics
The strategy was to position HB Reavis as an expert ally to business leaders during the crisis, to increase engagement and leads. This audience tends to be difficult and expensive to engage, and reluctant to hand over personal data. Research-driven content was therefore key to establishing brand authority and providing a ‘quid pro quo’ opportunity to the target audience to hand over their contact details in exchange for exclusive, topical, valuable data and insight.
Three pieces of research were conducted to form the basis of the report:
- A quantitative survey of 150 employees, at various levels of seniority and across job functions, and a second survey issued six months later to see how attitudes had evolved over the course of the pandemic across Europe
- Qualitative research from 200 one-on-one interviews with senior business leaders (company directors and partners), managers, and specialists across 18 industries including ecommerce, engineering, finance, IT, and transport.
The research revealed that employers needed advice on navigating the trends shaping the future of work and the return to the office – therefore justifying the value of the content to potential readers. Headlining with the view that remote working would not be the permanent future of the office environment, the ‘Future of Work – 2021 Workspace Trends’ explored four mega-trends. These included hybrid working, the need for flexibility and agility, an increased focus on health and wellbeing and how technology will power the employee experience.
The report’s launch was supported by a digital marketing campaign releasing content teasers via HB Reavis’ LinkedIn, Facebook, and Instagram channels. In addition, paid search activity and Google display banners targeted the C-suite audience, guiding them to content that addressed their search intent and information needs.
When prospects downloaded the report, the HB Reavis sales team qualified the leads to ensure they fitted the target profile of senior decision makers or influencers in enterprises with more than 50 employees. The sales team then established a conversation with each lead based around further, exclusive content related to the report. This included infographics, one-pagers, and opinion pieces on trends such as the evolving smart office and how technology is shaping the employee experience.
Insight-driven, timely intelligence provided valuable content at the time when the target audience needed it most. The eight-week campaign delivered a:
- 3,893% increase in leads, with a five times lower cost per lead than the objective (20 euros compared to 100 euros)
- 3,666,106 impressions among target audiences on social media, outperforming the objective by 83%
- Average of three minutes 36 seconds spent consuming campaign content, which is more than double the one minute 30 seconds objective
- Every one euro spent on Isoline’s fee yielded a 7.71 euros return for HB Reavis in terms of qualified, live leads.
HB Reavis also won a new, enterprise-level customer four months after launch, as a result of a senior executive from an international financial technology company downloading the report.
- 2021 Global Content Awards – Global B2B Content Campaign of the Year