Driving Growth for CIPD’s Flagship Event
We’ve helped CIPD grow their Annual Conference and Exhibition year after year by delivering smart, targeted paid campaigns that drive reach, engagement and ticket sales.
Client
Measurable impact of digital transformation
The Challenge
CIPD’s Annual Conference and Exhibition is a major moment in the calendar for HR and people professionals, packed with high-value content and leading speakers. But like many flagship events, great content wasn’t enough on its own—it needed amplification. CIPD wanted to reach more of the right people, convert interest into paid ticket sales, and make sure every campaign delivered real commercial impact. That meant going beyond organic promotion and building a paid media strategy that worked harder across channels like LinkedIn, Meta and Google Ads, while keeping things flexible and responsive to evolving trends and audience behaviours.
The Solution
For over five years, we’ve partnered with CIPD to design and run high-performing paid acquisition campaigns for the event. Each year, we refine the strategy—adapting to platform changes, user behaviours and new campaign features. Our approach combines clear audience segmentation with tailored messaging, using a mix of prospecting and retargeting to move people from awareness to purchase. We build creative that stands out and speaks directly to the needs of HR professionals. From ad structure to bidding strategy, everything is tested and optimised—ensuring each touchpoint is relevant, engaging and designed to drive action.
The Result
The results speak for themselves. We’ve helped CIPD grow the Annual Conference and Exhibition by around 20 percent year on year. Our work has consistently delivered strong reach, high-quality leads and a healthy return on ad spend. More importantly, it’s helped position the event as a must-attend for the industry—bringing in thousands of attendees, many of whom return year after year. By managing audiences carefully and constantly refining the campaign, we’ve kept performance strong even as the landscape shifts. It’s a partnership built on trust, data and continuous improvement—and one that continues to deliver.
“They help us cut through the noise and deliver results. Every year, the campaigns get smarter and the event gets bigger.”
“They help us cut through the noise and deliver results. Every year, the campaigns get smarter and the event gets bigger.”
“They help us cut through the noise and deliver results. Every year, the campaigns get smarter and the event gets bigger.”
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