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A Campaign Worth the Investment

Certainly and IWBI delivered a multi-channel awareness campaign to showcase the return on investment for organizations that put the health and well-being of their people first.
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the request
Starting in the summer of 2022, the International WELL Building Institute (IWBI) was positioned to take a pivotal next step for its brand: connecting the power of healthy building certifications to a return on investment for business owners and operators.
After new research findings from peer-reviewed sources showcased the efficacy of IWBI’s offerings, the team wanted to get the word out. Their internal research team—alongside design collaborators—created a research review to summarize the science supporting the business case for the healthy building movement.

In other words, IWBI was poised to share how Investing in Health Pays Back for organizations and real estate portfolios.

With the research review in development and a goal in mind, we partnered with the team at IWBI to create a strategy for driving traffic to their message and increasing engagement with this key resource.
the strategy
Wanting to spread the message globally within its key target audience —including members of the Fortune 500 and managing-level real estate professionals—we set to work defining the KPIs of a successful campaign and outlining the necessary assets that would be needed to pull it off.
After new research findings from peer-reviewed sources showcased the efficacy of IWBI’s offerings, the team wanted to get the word out. Their internal research team—alongside design collaborators—created a research review to summarize the science supporting the business case for the healthy building movement.

In other words, IWBI was poised to share how Investing in Health Pays Back for organizations and real estate portfolios.

With the research review in development and a goal in mind, we partnered with the team at IWBI to create a strategy for driving traffic to their message and increasing engagement with this key resource.
Brand
Use this opportunity as a brand-defining moment.
Awareness
Drive eyeballs to a new webpage that detailed the business case for healthy buildings.
Lead generation
Use the Research Review as a piece of gated content for interested parties to download
Benchmark
Measure initial KPIs against webpage traffic, time on site, and bounce rate. We would also track a secondary KPI against the number of leads who downloaded the Research Review.
the production
With the Research Review in the pipeline already, a strong strategy to capture top-of-funnel interest, and a desire to elevate the visual approach to storytelling, Certainly in partnership with IWBI provided the following:
Web and Social Asset Design
An elevated webpage experience designed to tell the Investing in Health Pays Back story as well as sector specific gated Hubspot landing pages. 40+ design assets for use on organic social media.
Copywriting and Copyediting
Copywriting email communications and ads across all media channels. Copyediting services for their key resource: the Research Review.
Campaign Strategy & Management
Media planning for ads across social media, Google Search, and Google Discovery. Ad campaign reporting and engagement metrics following launch.
Hubspot Funnel Automation
Implemented a modal form pop-up to gate the download of the Research Review. Automated email communications for contacts after campaign engagement (as measured by form completion).
With assets designed, copy written, the media plan approved, and the webpage developed, all that was left was to launch the campaign.
the launch
In Early December 2022, the full Investing in Health Pays Back campaign entered into the world. Ads were served across Facebook, Instagram, and LinkedIn, as well as Google Search and Discovery placements.
And despite increased ad inventory costs associated with the holiday season, the campaign immediately saw strong performance and high engagement across our client’s targeted audiences.
the results
182,000
unique webpage views
148,000
engagements on social
33,000
engagements on search