Driving Lead Generation for Great Place To Work

A Global Authority on Workplace Culture

Great Place to Work is the global authority on workplace culture, helping organisations build high-trust, high-performance workplaces through certifications, research, rankings, and leadership events. Its flagship initiative, the For All Summit, brings together HR and business leaders to shape conversations around leadership, culture, and the future of work.

The Problem

Great Place To Work needed to generate qualified leads for the For All 2022 Summit within a limited campaign window. The target was 700 leads from HR professionals and business decision-makers, not broad engagement traffic.

The challenge was not awareness alone. The campaign needed to create urgency, maintain relevance among senior audiences, and convert interest into registrations before the summit date.

Our Strategy

Most event campaigns rely on repetitive registration messaging that fatigues quickly. Instead, the campaign was structured around multiple creative angles designed to move audiences through different stages of decision-making.

Three strategic layers shaped the campaign.

1. Countdown-Based Urgency

A 5-day countdown creative series created fresh daily touchpoints leading up to the summit. Each post reinforced urgency while driving the same conversion goal — secure your seat before registrations close.

2. Social Proof + Value Signalling

Creatives highlighted real delegate registration numbers and exclusive networking opportunities to validate relevance and increase perceived value among senior HR audiences.

3. Precision Meta Targeting

The campaign focused specifically on HR leaders and business decision-makers across Meta platforms, prioritising lead quality over broad-reach traffic volume.