Creating commercial momentum with Aon: exceeding lead generation targets by 201%
Paid social to scale Human Capital thought leadership and demand generation among senior HR leaders in Italy.
The partnership
Aon Italy partners with the University of Pavia on the annual Health & Benefits report, a flagship view of employee wellbeing and benefits across Italian employers. The latest edition needed to move beyond downloads and page views. It had to reinforce Aon’s Human Capital strategy, deepen relationships with senior HR decision‑makers, and convert interest into qualified opportunity.
Aon asked Clarity to turn this thought leadership into a growth lever. The brief was to cut through a crowded LinkedIn environment, reach a tightly defined audience of senior HR leaders at large organisations, and move them from passive awareness to active engagement. Success would be measured not only by lead volume, but by exceeding ambitious cost‑per‑lead targets that would prove LinkedIn could scale as a sustainable demand generation channel.
Systematising impact
Clarity designed a paid LinkedIn strategy that treated the Health & Benefits report as a product, not a one‑off asset. Starting from Aon’s Human Capital growth objectives, Clarity built a structured test‑and‑learn framework across formats, value propositions, and audience segments so each impression delivered insight as well as response.
Document ads gave senior HR leaders a transparent preview of the report’s findings, while single‑image ads translated complex themes into simple, decisive messages. Messaging made the value exchange explicit from the first interaction. Localised creative and copy ensured relevance across the Italian market, and streamlined lead forms removed unnecessary friction.
Continuous performance monitoring allowed Clarity to reallocate budget quickly towards the highest‑converting combinations. This disciplined optimisation turned the campaign into a repeatable system for predictable lead generation, significantly outperforming internal targets and cost benchmarks.
