A 14-video LinkedIn awareness package designed to test message resonance, build brand familiarity among employer decision-makers, and create a retargeting foundation before any click or conversion ask.
LinkedIn reported total campaign reach of 4,886 people across 17,000 impressions, creating an average frequency of 3.48. The campaign successfully created repeated exposure among a small portion of the available audience — but still only reached 1.6% of the broader 120,000-person target market. The primary limitation was not engagement quality; it was audience coverage.
The title report confirms that the campaign reached the intended employer decision ecosystem: HR leadership, finance leadership, benefits leadership, and adjacent people-operations roles. CFO delivery was meaningful — financial validation is often part of the benefits decision process. Benefits-specific titles were present but did not dominate delivery, which supports continued testing of the title mix.
In the next phase, audience refinement can tighten or expand title groups depending on whether BeneRe wants broader people-leadership awareness or a narrower benefits/finance decision-maker focus.
When the content reached the audience, it held attention. Video depth — not just impressions — is the strongest signal from this campaign.
Lower-performing: technical model explanations, general intro content, claims/commission mechanics. Recommendation: lead with outcomes first, explain the model later in the funnel.
The campaign showed that BeneRe's message can earn attention when delivered. The 61.3% 25% view rate and 3,702 completions are strong signals for a top-of-funnel awareness campaign.
The challenge is not content quality. The challenge is that 1.6% audience penetration across a 120,000-person market is not enough delivery volume to fully evaluate market demand or build a meaningful retargeting pool.
This campaign should be read as an early proof-of-engagement — not a full-market readout.
Content held attention when delivered
Reached HR, finance, and benefits decision-makers
1.6% penetration requires more delivery volume to validate the full market
Views and unique reach are not the same thing. Because some audience members will watch more than one video, total video views will always exceed the number of unique people reached. This means meaningful market coverage requires significantly more delivery volume than the number of people in the audience.
With 120,000 people in the target audience, approximately 80,000 video views is a practical planning benchmark for approaching meaningful coverage of roughly half the market, accounting for repeat viewing across multiple clips.
The first campaign delivered 10,429 views at 25% depth. That's a strong start, but it represents a small fraction of the delivery volume needed to build a large, qualified retargeting audience. More consistent delivery is the next step — not a different message.
The next phase should not simply push the same videos harder. It should use existing footage to create stronger edits, test new hooks, and build a larger pool of engaged viewers — then give those viewers a logical next step.
Increase delivery volume to reach a meaningfully larger share of the 120,000-person audience. More consistent delivery creates more data, more retargeting pools, and more market signal.
Use existing production footage to create new hooks, openings, captions, and message angles based on the topics that performed best. Lead with outcomes. Test different entry points.
Build a retargeting audience from people who watched 50% or more of a video. Serve them landing pages, case studies, longer-form education, or consultation prompts. This is where awareness converts into demand.
Three investment paths — each designed to build on the awareness foundation already established.
Scale video views using existing content. Recut footage into stronger hooks and topic-specific edits. Build larger engaged-viewer audiences. Optimize delivery toward strongest-performing titles and topics.
Everything in the $5,000 option, plus two new video shoots per year. Fresh creative, more testing flexibility, and more room for retargeting and click-focused follow-up campaigns.
Designed to approach ~80,000 video views — a realistic benchmark for meaningful coverage of roughly half the 120,000-person audience. Best if BeneRe wants broader market coverage faster.
Approve a 90-day LinkedIn growth program at $5,000–$6,500/mo, with the option to scale toward ~$12,000/mo if BeneRe wants broader market coverage more quickly.
- Materially more video views and audience penetration
- New creative edits from existing footage based on top-performing topics
- A growing pool of 50%+ viewers ready for retargeting
- Stronger data on which titles, topics, and messages drive the most engagement
- A clear path into click and conversion campaigns
The first campaign showed the message can earn attention. The next 90 days will give BeneRe a stronger read on the market.
LinkedIn Awareness & Video View Campaign for BeneRe