The fully integrated campaign, based on the concept of ‘Outperforming’ organisations, featured cycling legend, Sir Dave Brailsford, who led the British cycling team to victory in two Olympics and produced two British winners of the Tour De France within four years.
His theory on ‘marginal gains‘, the philosophy that achieving a significant improvement overall can be obtained by a large number of marginal increases, is perfectly aligned to Investors in People’s positioning on achieving ‘people excellence’ in the workplace.
Investors in People used video as part of a wider integrated campaign to build awareness and visibility with their target audience.
To support the campaign, Somersault produced a series of seven short videos, which featured Sir Dave Brailsford and other well-known people leaders.
The films tackled subjects such as creativity, leadership and purpose in the workplace and ranged from lead promotional films to supporting wider content marketing activities and a series of roadshow events all over the UK.
To date, the campaign films have achieved nearly 500,000 views on YouTube and helped to drive sign ups to the sold out roadshow events.
Alyssa Stringer, Marketing Manager from Investors in People commented:
“The Outperformance campaign has been our biggest integrated campaign to date. Video has had a significant impact at all stages, from discovery of our brand to providing thought provoking content and driving sign ups to our series of national events.”