Targeted Awareness at Scale: ABM Campaigns for Pearson

Launched a multi-format LinkedIn ABM campaign using video, carousel, and image ads to drive traffic to high-value reports. Targeted strategic and growth accounts to increase brand awareness, build retargeting lists, and educate decision-makers on Pearson’s workforce and learning solutions.

Year
2025

Client
Pearson

Objectives Behind the ABM Campaign

The goal of Pearson’s ABM campaign on LinkedIn was to build awareness and engage the wider buying committee across strategic and growth accounts. This included educating HR, L&D, and talent leaders on workforce development solutions and driving them to high-value report pages. Key objectives included:

  • Increasing reach, impressions, and video views across target roles

  • Encouraging content engagement (downloads, quiz completions, web sessions)

  • Building remarketing audiences for downstream conversion campaigns

  • Supporting sales enablement by capturing engagement data aligned to account priorities

  • Optimizing for web traffic and future conversion tagging across learning solutions

The campaign served as the awareness layer in a larger full-funnel strategy, setting the stage for 2025 - Q4 retargeting and engagement programs.

📊 Performance Overview

Video Ads

This ABM campaign included 3 distinct campaign formats across LinkedIn, all targeted to Pearson’s strategic and growth accounts. We focused on HR, talent, and learning leaders in high-priority regions, driving traffic to key thought leadership content while building retargeting audiences for future engagement.

Key campaign details:

  • Total Campaigns: 3

  • Formats Used: Video, Carousel, Single Image

  • Targeting: Job titles in Talent, Learning, and HR + Custom Account Lists (Strategic & Growth)

  • Geos: United States, United Kingdom, European Union, Australia, and Canada

We ran two distinct video creatives under the ABM Awareness Program: a long-form video (2:24 mins) designed to tell a fuller brand story, and a short-form cut (39 secs) focused on fast, high-impact messaging. Each format was paired with four unique ad copy variations, giving us the flexibility to test tone, message framing, and call-to-action strategies. This approach allowed us to identify which video and copy combinations generated the highest engagement and optimized for top-of-funnel awareness.

The video ads achieved 1,011,402 impressions and 2,499 clicks, resulting in a 0.25% CTR at an average CPC of $10.31. The total spend for this format was $25,768.15, making it the broadest-reaching ad type in the campaign. These assets played a key role in establishing early brand visibility and feeding our retargeting audience pool.

Carousel Ads

We created two main versions of carousel ads: a shorter carousel highlighting key takeaways and a longer one that walked users through multiple value propositions across workforce trends, economic impact, and learning solutions. Each was supported by four tailored ad copy sets, enabling structured testing across both visual flow and headline/message combinations. The goal was to balance scannability with depth — especially for busy decision-makers in HR, Talent, and L&D roles.

The carousel campaigns generated 136,170 impressions, 589 clicks, and a 0.43% CTR, with an average CPC of $10.42. Total spend came in at $6,134.93, making carousel ads a cost-effective and engaging middle ground between video and static formats. These units were especially effective at driving engagement for our "Lost in Transition" report content.

Single Image Ads

We developed seven variations of static image ads under the ABM Awareness Program, each featuring unique value propositions and visual treatments to highlight different aspects of Pearson’s workforce messaging. These creatives were paired with customized ad copy, allowing us to test message positioning and headline resonance across a range of themes — including the economic cost of career transitions, GenAI’s impact on upskilling, and future-ready learning. This variation strategy helped us identify which narratives drove the most engagement across key target accounts.

The campaign delivered 283,894 impressions, 1,441 clicks, and 1,441 website visits, resulting in a 0.51% click-through rate (CTR) and an average cost-per-click (CPC) of $10.92. With a total spend of $15,735.14, the static image ads drove meaningful top-of-funnel traffic and successfully contributed to building Pearson’s remarketing audiences for future engagement.

🧪 Results & Impact

The LinkedIn ABM campaign successfully delivered top-of-funnel awareness and meaningful engagement across Pearson’s strategic and growth accounts. Through a multi-format approach — including video, carousel, and single image ads — we reached a wide audience of decision-makers in HR, Talent, and Learning roles, driving them to thought leadership reports and solution hubs.

Campaign highlights:

  • Reached over 1.85 million impressions across all ad formats

  • Generated 4,529 video ad clicks, 1,441 static image clicks, and 589 carousel clicks

  • Drove a total of over 6,500 website visits to high-value resources like the Lost in Transition report and Workforce Intelligence Hub

  • Achieved cost-efficient engagement with CTRs up to 0.51% and CPCs as low as $9.26

  • Built robust retargeting audiences to support Q4 engagement and conversion campaigns

Beyond media performance, the campaign:

  • Expanded reach across key job titles in high-priority accounts globally (US, UK, EU, AU)

  • Supported Pearson’s enterprise sales goals by capturing intent signals and engagement data

  • Laid the foundation for ongoing experimentation with creative, messaging, and audience strategies

This effort established a scalable ABM framework and provided actionable insights for optimizing paid media across future awareness and engagement programs.