A B2B campaign targeting digital and tech SMEs
Bupa wanted to drive preference with SME decision makers in the digital and tech sector as the top choice for health insurance.
Social campaign
The campaign featured a roundtable discussion and video, for SME decision makers to discuss survey findings.
Rationale partnered with the British Interactive Media Association (BIMA) to provide insight, credibility and reach with the target audience of digital and tech SME leaders and employees.
We wanted to show decision makers that Bupa understands their specific needs and guide them to recognise that the health and wellbeing of their people can unlock business growth.
We identified 3 principles to ensure the campaign resonated with business decision makers at digital and tech SMEs:
- Relevant – reach them where they spend their time with content that feels native and interesting.
- Innovative – ensure we stand out in a positive way, showing how Bupa is innovative and supportive of businesses in a proactive way.
- Talkable – go beyond a simple playback of the research results. Through the findings, we should drive conversations that our audience wants to engage in.
In partnership with BIMA, we developed a survey sent to their members and created a co-branded report. These fresh and relevant insights showed what mattered most to skilled talent and leaders within the digital and tech sector. The report is beautifully designed, digestible, and valuable to SME business decision makers.
To drive interest and expand reach, we hosted a roundtable to discuss the key survey talking points through the lens of expert, relevant voices. This allowed for a richer discussion, featuring diverse perspectives on the topic of health and wellbeing in the workplace.
Along with the report, roundtable production and accompanying video, we created a suite of supporting content assets – short form videos, statics, carousels, motion graphics – for paid and owned channels including social, OLV, email and Slack.
We developed a survey and co-branded report with BIMA to showcase what mattered most to skilled talent and leaders within the digital and tech sector.
Behind the scenes at the roundtable videoshoot
Behind the scenes at the roundtable videoshoot
“Working with Rationale has been a game-changer for us at Bupa. From day one they completely understood the brief and the ambition behind it. The team brought strategic thinking and standout creative to every stage of the process.
What really impressed us was how quickly they grasped the nuances of our brand and turned that into bold, compelling work. The team demonstrated a real shared commitment to getting it right, energy and drive to deliver excellence.”
Stephen Middleton Head of B2B Marketing Bupa UK Insurance
The Wellbeing Advantage report
Partnering with BIMA, and involving tech and digital leaders within the campaign content and launch plan, ensured that our messaging reached the right audiences with added credibility.
As a result, the campaign drove strong engagement on LinkedIn in particular, with our target audience of business decision makers and tech workers sharing the video content, discussing the key points from the report, and considering how to implement the findings.
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