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Bridging the gap

Dive into the innovative world of workplace wellness with GreenShield as they champion mental health through their 'Bridging the Gap' campaign. Experience how GreenShield is transforming employee health benefits with tailored digital solutions and integrated services, spotlighting their commitment to enhancing mental health outcomes across businesses.

Client

GreenShield

Deliverables

Sponsor content, paid post and event

Year

November to December, 2023

Preview

Project Link

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.

Solution:

A targeted B2B campaign on The Globe and Mail was launched to address this need, including: Sponsor content: Three articles highlighted the urgent need for mental health support and GreenShield’s digital mental health services and employee assistance programs, tailored for the workplace. Paid post: Featuring an interview with CEO Zahid Salman, this article underlined GreenShield’s mission and its innovative health services and benefits integration, reinforcing its industry leadership.

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.

Results:

Campaign over-indexed by more than 10x for reaching business decision makers, business owners and talent professionals.
Custom content exceeded reach and engagement goals, achieving over 200% to benchmark for total quality time spent. The additional reach resulted in a 2x more efficient CPPV vs. planned.
Contextual alignment with custom content boosted brand engagement, Greenshield’s ad surround received 4x higher click through vs. standard display placements.
Attendance and participation was high, with attendees watching for longer periods and actively participating.

Challenge:

Solution:

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.

Results:

Campaign over-indexed by more than 10x for reaching business decision makers, business owners and talent professionals.
Custom content exceeded reach and engagement goals, achieving over 200% to benchmark for total quality time spent. The additional reach resulted in a 2x more efficient CPPV vs. planned.
Contextual alignment with custom content boosted brand engagement, Greenshield’s ad surround received 4x higher click through vs. standard display placements.
Attendance and participation was high, with attendees watching for longer periods and actively participating.

Takeaways: The "Bridging the Gap" campaign exceeded its main objectives by effectively raising awareness and driving engagement among target businesses. GreenShield's focused narrative on mental health solutions and proactive employer roles captured the attention of a broad spectrum of industries, demonstrating the universal need for such services. By incorporating diverse content forms—articles, interviews, and virtual events—the campaign offered multiple engagement points, catering to different preferences and learning styles. This approach allowed participants to interact with the content in ways that resonated best with them, enhancing both reach and impact.

A song comes to life

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