A campaign targeted to C-Suite, primarily the CHRO, to raise awareness around the IBM Smarter Workforce. The strategy was to grab the attention of our audience by capturing the stories of success and sharing them through simple headlines combined with unique and approachable visuals. We let the body copy hold the dialogue, success and proof points of each case study--thereby capturing the personal and business side of our solution in each execution.
The campaign used various channels including Harvard Business Review, Wall Street Journal, Forbes and Fortune--local and global placements. Executions varied across print and digital and also included targeted events.
This campaign ran for six months with an approximate $800,000 spend and measured about 31M impressions, 109,000 clicks, .35% CTR and $6.63 CPC.
Copywriters: Mary Lafferty and Stephanie Sparks