Increasing audience insights through premium content and an integrated campaign.



Bray Leino Learning offer results-driven blended learning programmes to organisations, priding themselves on delivering lifelong learning.

Sift title

HRZone and TrainingZone are the richest sources of insight, best practice and peer support for HR and L&D professionals across the globe.

Executive Summary

Bray Leino Learning have delivered outstanding L&D solutions for over 20 years, but their new challenge was obtaining key insights in the HR and L&D markets around the importance of choosing the right learning and the impact this has. Through a content-driven campaign a whitepaper was produced that enabled Bray Leino Learning to showcase their thought-leader style and create introductions for the required insights within their target audience of senior L&D and HR professionals.

Premium content produced with integrated campaign to amplify its reach.
Leads and personas
Desired amount of in-target, high quality insight leads generated.
Over 10% of those leads have gone on to download additional content from the client.

Client Challenges

The challenge for Bray Leino Learning was in educating the HR and L&D audiences as to the importance of choosing the right learning for their employees and the impact this has. They had a need for engaging content that would generate interest from senior L&D and HR professionals. They wanted to create opportunities for obtaining audience insights through engagement with additional content and relationship building.

How We Helped

We collaborated with industry expert Martin Couzins, and Bray Leino Learning, to put together a whitepaper on ‘Learning Metrics that Matter’. Once produced by our in-house design team we then promoted the whitepaper to the TrainingZone and HRZone members via solus emails and newsletter insertions. Bray Leino Learning also created supporting articles that linked to the whitepaper, which we promote through our social channels.

Results, ROI and the Future

  • Overall CTR of 10.9% from solus emails (above site average of 6.31%)
  • 1,145 total clicks achieved from newsletter insertions
  • 9,970 impressions achieved with 250 engagements on Twitter (above average)
  • Desired amount of in-target, high quality insight leads achieved

Bray Leino Learning were pleased to see that over 10% of the target audience went on to download additional content from them, enabling the collection of additional insights.

“We wanted to be able to reach a large amount of HR and L&D professionals and for them to be able to engage with our content in a meaningful way. We knew that by working with HRZone and TrainingZone we would fulfill our requirements.”

How can we help you?

We'd love to work with you next! Whether you're looking to drive brand awareness, generate qualified leads or promote a product or service, we can help. We can support you in getting your brand at the forefront of our community's hearts and minds.

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