The campaign would begin with a pilot focused on ISO 27001, an information security standard that operated as a gateway to many other standards. The findings would inform future content production and campaigns, so they needed to be detailed and accurate.

From polling thousands of CEOs, managers and standards users within businesses to quizzing over 40 face-to-face survey participants on perceptions of and barriers to using standards, we conducted in-depth research to inform how the campaign should be devised.

Based upon the results a strategy was developed that covered all business sectors and enabled for the testing of channels, imagery, messaging, content and interaction points to deliver the insights and learnings BSI required.

A key element of this strategy was exploring the engagement of SMEs with standards; as part of our content marketing strategy we developed a new tone of voice for BSI’s content targeting small- and medium-sized businesses, testing imagery and supporting written content and guides with accessible videos as well as digital advertising, primarily focusing on Google and LinkedIn.

Across a variety of digital channels, we created a broad range of content designed to attract and engage customers at every stage of the funnel to see how, when and why businesses interacted with standards and BSI.

We were delighted to see the ISO 27001 campaign surpass the initial KPIs set and provide BSI with a wealth of insights into business appetite for standards. Impressions reached an impressive 12 million, with over 50,000 clicks and 65,000 page views.