The Perkbox Leader Campaign
The brief
Collaborating alongside Perkbox’s Copywriter and CRO Manager, we developed a creative lead generation campaign targeting HR decision-makers. The objective was to create something engaging and highly shareable that would stand out in-market while generating qualified leads (all with little to no budget).
My roles:
Creative lead / Designer
The challenge
We chose to build a BuzzFeed-style interactive quiz titled “What Type of People Person Are You?” to capture attention and drive participation within the HR community.
Participants were segmented into four distinct personas — Appreciator, Inspirer, Nurturer, and Innovator — each receiving a tailored takeaway document outlining how Perkbox could support their specific day-to-day challenges.
Key challenges included:
Operating with virtually no paid media budget
Building credible quiz outcome logic and scoring mechanics
Ensuring the campaign remained commercially aligned while maintaining a playful, engaging tone
To extend campaign longevity, we later released follow-up social content sharing anonymised industry-wide persona insights, reigniting engagement and encouraging further participation.
The results
The campaign generated £50k in marketing-qualified leads within three months, driven entirely through organic LinkedIn shares.
By combining interactive content with smart persona segmentation, we not only captured attention but also improved lead quality through tailored follow-up relevance. Proving that strong creative and strategic thinking can deliver measurable commercial impact, even without paid spend.
Campaign creative
Animated GIFs for emailers and Social Media use
Innovator takeaway doc
Appreciator takeaway doc
Inspirer takeaway doc
Nurturer takeaway doc