Emails & ads
Employee experience guide: Social ads
To promote a Momentive guide I created for HR leaders, I developed four ad variations to test for both paid and organic social. Within two weeks of launch, the paid ads reduced average cost per inquiry (CPI) by 7x, driving some of the best efficiency ever seen across all BUs and campaigns. The top performing ad drove an average CTR of .90% on LinkedIn (3x what is typically seen). And within a month, the boosted organic social posts reached 3.7m impressions, 34k engagements, and 17k clicks—one of the top performing campaigns this year.
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Variation 1
The guide is structured around the five stages of the employee journey, which is highlighted in the imagery and copy for this ad.
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Variation 2 - Top performer!
This variation brings forward a powerful statistic from the guide that drives urgency by tying into a timely challenge.
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Variation 3
HR leaders know that they’re in a hyper-competitive market for top talent. This ad seeks to offer a solution—with the help of our guide, HR teams can elevate the employee experience.
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Variation 4
The Great Resignation is a topical and relevant issue for our guide’s target audience: HR and people leaders.