The Centre for Aging + Brain Health Innovation (CABHI) is a division of Baycrest Hospital, is a solution accelerator focused on driving innovation in the aging and brain health sector. Established in 2015 through funding of $124 million (CAD), it is the result of the largest investment in brain health and aging in Canadian history, and one of the largest investments of its kind in the world.
Before beginning the time sensitive one-month campaign for CABHI, we identified LinkedIn as the most suitable advertising platform and executed a campaign utilizing a combination of Sponsored Content and InMail delivery to achieve the objectives outlined in slide 6. Each delivery method would help to drive awareness as well as direct users to a custom landing page which we created in preparation for the campaign.
MULTI-TIERED LINKEDIN CAMPAIGN
- InMail Ads – $1,000 budget to increase content reach and drive submissions
- Sponsored Content – $1,300 budget driving interested prospects to the custom CABHI landing page for application submission
NOTE: During the first week of each campaign we A/B tested two versions of copy to determine which to continue with through the final 3 weeks.
B&M exceeded in generating intent to apply submissions, increasing brand awareness and driving user engagement.