Background

Investors in People is one of the most recognisable business brands of the past thirty years and have worked with over 50,000 organisations. Their standard defines what it takes to lead, support and manage people for sustained success.

With new developments being made to their framework, the Investors in People marketing team needed to communicate changes in brand positioning and engage with a new business audience.

The Outperformance campaign was created to encourage organisations to think about their people practices and how the Investors in People framework could help them to achieve excellence.

The Outperformance campaign has been our largest integrated campaign to date. Video has played a significant role at all stages, from discovery and understanding of our brand to providing thought provoking content and driving sign ups to our series of roadshow events.

The Work

We worked with the team at Investors in People and cycling legend Sir Dave Brailsford to communicate the philosophy behind creating truly outperforming teams.

We created a range of films for the campaign, supplementing the hero film with thought leadership content from leading industry thinkers and video support for a series of roadshow events across the UK.

Outcomes

  • Over half a million views of content across all social media
  • High retention rates- 350,000 views were for 30 seconds or more
  • Drove over 1500 qualified leads to Investors in People website
  • Helped to sell out a national series of roadshows
  • Video consistently performed as the most engaging content across all campaign communications
  • Shortlisted for International Content Marketing Association Award, 2016

Other work