Bospar’s Influencer Strategy Ignites Buzz and Sign-ups for Marquee Event

The HRTech landscape is a noisy one, and most HR executives are busy, focused on day-to-day tasks rather than expanding their solution portfolio. Reaching this audience and asking them to attend a virtual event isn’t an easy task. But the client wanted EmpowerHR to stand out from the rest as a must-attend event for HR executives and professionals. 

Our challenge was to increase visibility for the client and EmpowerHR, generate excitement around the event and drive registrations.

Bospar’s social media team partnered with the client to implement a multi-faceted, cross-channel paid influencer program, backed by branded and creator content ads across North America and Europe. By creating a strategy rooted in creator content, we were able to promote the branded event in a way that felt authentic. Content was a natural fit for influencers’ social channels and reached relevant audiences who look to these influencers for HR inspiration and perspectives. 

In phase I, Bospar coordinated partnerships with influential voices in HR, each with unique specializations and audiences. We developed influencer lists, conducted outreach, managed negotiations and contracting, developed creative briefs and monitored content performance. 

For EmpowerHR North America, the strategy included partnering with seven influencers who created and shared content across Instagram, LinkedIn, podcasts and websites: 

• Lydia Wu
• Kyle Lagunas
• Meghan M. Biro/TalentCulture
• Jacob Morgan
• Julie Turney
• Laci Loew
• Bob Danna

The European event was promoted across three UK-based creators’ channels: 

• Georgia Dixon
• Manjuri Sinha
• Katja Schipperheijn

To support our ambitious goals, Bospar launched a multi-part ad strategy on LinkedIn and Instagram to run concurrently with the influencer activations. The approach was meant to enhance the effectiveness of the creator content, pushing it out in front of the target audience. We initially launched ads using the client’s branded event materials, including Instagram stories, reels and feed posts. As influencer content was produced and published, we ran additional ads on creator content to expand the reach and performance. Through LinkedIn, we were able to leverage Thought Leader Ads to boost content directly from the influencer’s pages. These ads ran throughout the event and assisted in pointing users to watch it on-demand.