Bospar’s Influencer Strategy Ignites Buzz and Sign-ups for Marquee Event
Betterworks is a performance management system designed to improve employee engagement and create a culture of continuous growth. The company provides tools for goal setting, progress tracking, ongoing feedback and employee surveys, aiming to help organizations understand their workforce and drive productivity.
In 2025, the company’s annual marquee event for enterprise HR executives, EmpowerHR, was held virtually in March in North America and in May in Europe.
To increase visibility, generate excitement and drive registrations ahead of the events, Bospar partnered with Betterworks to execute an influencer and paid ad program.
Challenge
The HRTech landscape is a noisy one, and most HR executives are busy, focused on day-to-day tasks rather than expanding their solution portfolio. Reaching this audience and asking them to attend a virtual event isn’t an easy task. But the client wanted EmpowerHR to stand out from the rest as a must-attend event for HR executives and professionals.
Our challenge was to increase visibility for the client and EmpowerHR, generate excitement around the event and drive registrations.
Strategy
Bospar’s social media team partnered with the client to implement a multi-faceted, cross-channel paid influencer program, backed by branded and creator content ads across North America and Europe. By creating a strategy rooted in creator content, we were able to promote the branded event in a way that felt authentic. Content was a natural fit for influencers’ social channels and reached relevant audiences who look to these influencers for HR inspiration and perspectives.
In phase I, Bospar coordinated partnerships with influential voices in HR, each with unique specializations and audiences. We developed influencer lists, conducted outreach, managed negotiations and contracting, developed creative briefs and monitored content performance.
For EmpowerHR North America, the strategy included partnering with seven influencers who created and shared content across Instagram, LinkedIn, podcasts and websites:
The European event was promoted across three UK-based creators’ channels:
To support our ambitious goals, Bospar launched a multi-part ad strategy on LinkedIn and Instagram to run concurrently with the influencer activations. The approach was meant to enhance the effectiveness of the creator content, pushing it out in front of the target audience. We initially launched ads using the client’s branded event materials, including Instagram stories, reels and feed posts. As influencer content was produced and published, we ran additional ads on creator content to expand the reach and performance. Through LinkedIn, we were able to leverage Thought Leader Ads to boost content directly from the influencer’s pages. These ads ran throughout the event and assisted in pointing users to watch it on-demand.
Campaign Results
The results from the program were outstanding.
Through influencer content alone, we reached more than 499,000 HR professionals across North America and Europe, and garnered nearly 2,000 organic engagements. Bospar’s primary objective of reach was well-achieved by working with highly-respected influencers in the HR industry whose followers aligned with the client’s target audience.
Our paid ad program was equally impressive. By investing $3,000 for both the North America and Europe events, we garnered 18,906 clicks and 1,531,950 impressions. Ads were set to an engagement objective to optimize clicks to the EmpowerHR website and event sign-ups.
The most impactful elements of this program were the influencer selection and paid influencer ads. We worked with individuals who created authentic and creative content specific to their channels and were a natural fit for the client. By amplifying the creator content through targeted, high-performing ad types, we exponentially expanded reach, driving our primary objective forward.
“This was our first time launching an influencer initiative of this kind, and Bospar was an incredible partner throughout. Their expertise, especially in identifying the right voices and guiding us through the process, made a big difference. It felt like a true collaboration from start to finish — and we were thrilled with the results, both in terms of engagement and the impact on our goals in bringing our marquee event, EmpowerHR, to life in both North America and Europe.”
— Carly Reid, senior PR and social media manager at Betterworks
