For 40 years, HRCI has provided the industry's gold standard certifications for HR professionals seeking to advance their careers.

When we launched their “Find your Fit” campaign, our media monitoring and optimization team noticed there was more crossover among job titles and career interests than previously thought. So we reimagined their segmentation strategy and user journeys to allow individuals to self-select the certification that best fit their goals and learn more immediately upon engaging with content.

The campaign used new features from Facebook, and was so successful, with a 341% increase in leads and 21% lower spend, that Facebook created their own case study showcasing the campaign.