Two Audiences, One Launch

TELUS, best known for consumer telecom, needed to launch TELUS Online Security (TOS) and quickly generate leads for it. TOS is a complex B2B offering in a competitive market. Awareness was low, the brand had little association with online security, and use cases varied widely. Credibility was the first hurdle before lead generation could scale.

The campaign had to do two jobs: establish TELUS as a credible provider of online security, then turn that credibility into qualified demand. Our point of view was that one generic message would do neither well. We identified two strategically important audiences with very different motivations:

Senior HR professionals.
Breach response advisors: the legal, insurance and consulting professionals who guide organizations through the aftermath of a data breach.

We positioned the same solution in two distinct ways, each matched to that audience’s job to be done:

For HR leaders: TOS was a value-add to employee benefits. It is a modern offering that helps attract and retain talent while protecting employees and reducing risk.
For breach response advisors: TOS was a premium offering that shows care and protects brand trust after an incident. It goes beyond the basic credit monitoring many organizations default to after a breach.

Creatively, that meant two approaches. For HR, an “evolution” concept built on a simple tension: the way people work has evolved, so benefits should evolve too. For breach response, we drew on TELUS’s nature brand elements as a metaphor for protection and care, signalling comprehensive support when reputational stakes are highest.

The channel plan was built for both authority and conversion:

Precision targeting: LinkedIn and programmatic banners.
Trusted editorial environments: Globe and Mail sponsored content and placements in HR-relevant publications.
Lead capture: A gated whitepaper, supported by sponsored e-blasts, print and digital placements, and retargeting to keep momentum through the funnel.

Every touchpoint led to the same next step: complete a short form to download the whitepaper and request contact from a TELUS Business sales representative.

Results

Leads: 54% above plan.
Cost per lead: Down 31%, from $140 to $96.
LinkedIn: Click-through rate 92% above benchmark.
Globe and Mail: 4,596 sponsored article views against a plan of 2,900, 58% above plan.
Email: 20% open rate, against a 12% benchmark.

Static Banners – HR professionals