This content, media and digital campaign put Breathe in the spotlight and secured new customers for the company.
Company culture has real economic value. That was the message that Breathe wanted to communicate, so we developed the Culture Economy Report. A fantastic piece of content and the perfect springboard to build Breathe as the go-to experts on company culture.
Our Approach
HR software company Breathe was ticking along in a noisy market. But it didn’t have much to define it or create a memorable impression among potential customers. It needed a creative campaign, based on a simple but relevant idea that it could stand behind and which would be a foundation for ongoing marketing and communications. We started by researching the space in the market that had been left unoccupied by competitors and that Breathe could eventually own. Then it was down to our creative thinkers to develop a long-lasting piece of content that, with smart marketing and PR behind it, would continue to create opportunities for Breathe. The result was the Culture Economy Report – an in-depth look at company culture and the real economic value it generates, that positioned Breathe firmly ahead of its competitors.
Results we’re proud of
26
New customers
1000+
MQLs
200+
Backlinks to the Culture Pledge alone
All in the details
Culture Economy Report
The springboard for all future work, the Culture Economy Report proved hugely popular – with 5,200-page views and 1,000+ downloads. Since its first launch we have produced three further editions of the report.
Breathe Culture Pledge
The Breathe Culture Pledge grew out of the report. With over 500 businesses signing up, it’s been a huge new business driver for Breathe and resulted in 200+ backlinks (90% do-follow links).
Top-Tier Coverage
The report hit the mark with the media. Our PR and Communications team secured 100+ pieces of coverage in the Financial Times, The Daily Telegraph, the i newspaper, Elite Business, Real Business, HR Magazine and more the first time we launched it.
Digital PR
It wasn’t just the mainstream and print media that picked up the report and its message. This campaign was a huge generator of quality backlinks to the assets – the first iteration of the report generated 100 backlinks with an average domain authority of 60 and 200+ backlinks to the Culture Pledge landing page.
Trusted Source
The Culture Economy Report continued to ripple out. Its theme was picked up and used as basis for the SME Culture Leaders list with Real Business, inspired a podcast and so much more.
“The Culture Economy idea driven by Aspectus has formed the bedrock of our entire ongoing communications. What impressed me the most was the team’s ability to have one idea and continue executing it in several ways. Due to this, the sophistication of our communications is unrivalled by our competitors.”
Rachel King
Marketing Director, Breathe
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