For 40 years, HRCI has provided the industry's gold standard certifications for HR professionals seeking to advance their careers. To bolster enrollment, HRCI sought a creative, eye-catching approach.

We conducted a brand audit and thorough market research, held focus groups, and monitored media channels — our findings revealed a rise in crossover among job titles and career interests.

With this knowledge, we reimagined their audience segmentation strategy and user journeys to allow individuals to self-select the certification best suited to their goals and learn more immediately upon engaging with content. The multi-media outreach and awareness campaign included custom graphics and animation, professional photography, video production, website redesign, and social media content creation.

The campaign yielded a 341% increase in leads, far exceeding HRCI's initial goals. Social ads fueled this increase and lowered overall spending by 21%.