For 40 years, HRCI has provided the industry's gold standard certifications for HR professionals seeking to advance their careers.
Our media monitoring and optimization revealed there was more crossover among job titles and career interests than previously thought. So we reimagined their segmentation strategy and user journeys to allow individuals to self-select the certification that best fit their goals and learn more immediately upon engaging with content.
The campaign was a huge success with a 341% increase in leads. Facebook ads fueled these increases while lowering overall spend by 21%, prompting them to create their own case study.