Supporting Aon's Human Capital strategy with paid social

The annual Health & Benefits report, developed by Aon Italy in partnership with the University of Pavia, provides a snapshot of the current state of employee wellbeing in Italian companies, along with key trends to help shape strategies for 2025.

The Challenge

To amplify the impact of Aon’s Health & Benefits report, Clarity was tasked with leading a paid LinkedIn campaign that deeply resonated with key audience groups and propelled conversions.

A highly targeted campaign with a strong focus on lead generation and strategic visibility, we were challenged to reach a niche audience - senior HR decision-makers at large organizations - in support of Aon’s broader Human Capital strategy. 

Solution

The best ad campaigns are measured and optimized to maximize conversions. Within this test and learn approach we deployed two lead-generation ad formats, with creative that aligned with recommended best practices: 

• Document Ads: These offered a preview of the report (first 3 pages) to create engagement before form submission. They were visually sleek, featuring smiling, engaged individuals on the cover - aspects which are known to perform well particularly for subject-matters relating to HR/people. 
• Single Image Ads: These were eye-catching visuals with clear, concise messaging. They utilised bold colours and top-performing square and vertical formats to dominate the LinkedIn feed.

Document Ads played a key role in building trust through content transparency, while striking visuals made our campaigns stand out and aligned with LinkedIn best practices. 

Key Tactics for Success

We achieved highly precise audience targeting of senior HR stakeholders, strategically carving out a niche who deeply resonated with the report. Further to this, we leveraged localised ads to reach the audience in their native languages. 

With an agile, test-and-learn approach, we tactfully reallocated budgets toward the best-performing formats, ensuring maximum impact. 

Additionally, we consulted Aon on the use of simple and compelling lead forms, which avoided excessive fields, to significantly boost completion rates. Throughout the campaign, we employed strategic language to drive high levels of engagement, explicitly communicating a strong value exchange upfront.