CASE STUDY
GreenShield: Elevate mental health awareness in the workplace
We emphasized real-world impacts and achievements to inspire the audience with the transformative potential of GreenShield’s services.
Results
The campaign exceeded expectations, doubling the projected page views and achieving impressive time-spent metrics. The success was attributed to the compelling narrative and the effective use of diverse content drivers, including organic and social channels.
A significant portion of the traffic was driven by social media, demonstrating the content’s relevance and appeal. Adjustments mid-campaign to enhance reach further improved engagement metrics.
The B2B event saw robust participation, with hundreds attending both live and remotely. The high average watch time and the number of questions asked highlighted the audience’s keen interest and engagement.
225%
of page view goal
200%
to benchmark for quality time spent
4X
CTR of contextually aligned ads
vs. standard display placements
Source: The Globe and Mail – Audience Data Cloud
Challenge
The pandemic heightened the demand for mental health services in Canada, leaving employers facing a crucial gap in providing accessible support. GreenShield wanted to elevate awareness among businesses about their vital role in enhancing mental health outcomes through unique, integrated health solutions.
With its integrated health services and focus on mental health, the company faced the challenge of raising awareness among employers about the critical role they can play in improving mental health outcomes and the unique solutions it offers.
Strategy
A targeted B2B campaign on The Globe and Mail was launched to inspire business decision makers with impactful stories and real-world milestones.
- Sponsor content and paid post: Three articles showcasing the urgent need for workplace mental health support, featuring GreenShield’s digital services and programs and an interview with CEO Zahid Salman, emphasizing the company’s innovative health solutions.
- Event – ‘Filling the Gaps’: A virtual event designed for HR leaders and business decision-makers, showcasing effective mental health solutions and GreenShield’s comprehensive capabilities.
Explore the
campaign
