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GreenShield: Bridging the gap

The pandemic put mental health in the spotlight, leaving employers scrambling to fill the gaps in accessible support. GreenShield stepped up to show businesses how they could play a pivotal role in improving mental health outcomes. The challenge? Raise awareness about GreenShield’s integrated health solutions while inspiring employers to take action.

Client

GreenShield

Deliverables

Sponsor content, paid post and event

Year

November to December, 2023

Preview

Project Link

Solution

GreenShield launched a multi-pronged B2B campaign targeting HR leaders and decision-makers. Here’s the playbook:

Sponsor content: Three articles spotlighted the urgent need for workplace mental health support, showcasing GreenShield’s digital mental health tools and employee assistance programs.
Paid post: A CEO interview with Zahid Salman highlighted GreenShield’s leadership and innovation in health service integration.
Virtual Event: The Filling the Gaps event gave HR pros and decision-makers actionable insights into mental health solutions, with GreenShield taking centre stage.

Results

Campaign hit 10x the target for reaching business decision-makers and HR professionals.
Custom content delivered 200% above benchmarks for quality time spent, with a 2x more efficient CPPV than planned.
Contextual alignment paid off big, with ad surrounds earning 4x higher CTRs than standard placements.
Virtual event attendees stayed engaged for longer and actively participated, showing deep interest in the topic.

Takeaways

GreenShield nailed the balance between awareness and engagement, proving that mental health is a universal concern across industries. By offering a mix of content formats—insightful articles, a personal CEO narrative and an interactive event—the campaign met businesses where they were, offering practical solutions in a way that resonated.

Solution

GreenShield launched a multi-pronged B2B campaign targeting HR leaders and decision-makers. Here’s the playbook:

Sponsor content: Three articles spotlighted the urgent need for workplace mental health support, showcasing GreenShield’s digital mental health tools and employee assistance programs.
Paid post: A CEO interview with Zahid Salman highlighted GreenShield’s leadership and innovation in health service integration.
Virtual Event: The Filling the Gaps event gave HR pros and decision-makers actionable insights into mental health solutions, with GreenShield taking centre stage.

Solution

GreenShield launched a multi-pronged B2B campaign targeting HR leaders and decision-makers. Here’s the playbook:

Sponsor content: Three articles spotlighted the urgent need for workplace mental health support, showcasing GreenShield’s digital mental health tools and employee assistance programs.
Paid post: A CEO interview with Zahid Salman highlighted GreenShield’s leadership and innovation in health service integration.
Virtual Event: The Filling the Gaps event gave HR pros and decision-makers actionable insights into mental health solutions, with GreenShield taking centre stage.

Results

Campaign hit 10x the target for reaching business decision-makers and HR professionals.
Custom content delivered 200% above benchmarks for quality time spent, with a 2x more efficient CPPV than planned.
Contextual alignment paid off big, with ad surrounds earning 4x higher CTRs than standard placements.
Virtual event attendees stayed engaged for longer and actively participated, showing deep interest in the topic.

Takeaways

Bottom line: With a sharp focus on solutions and practical takeaways, this campaign positioned GreenShield as the go-to partner for integrated workplace health, proving they don’t just talk the talk—they walk it too.

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