Exclusive Prime Time Feature: Healthy Work Campaign on Spectrum News
The Healthy Work Campaign had a validated workplace stress survey—but awareness and completions lagged. B47 Media built an integrated growth engine: high‑intent Google Ads, coordinated social storytelling, and national/ regional earned media outreach. The effort culminated in a prime time Spectrum News interview that pushed brand visibility and site engagement to new highs.
Healthy Work Campaign’s research team created a strong, evidence‑based survey tool for individuals to assess work‑related stress. Yet traffic to HealthyWork.org was modest, and survey completions were too low to support the project’s impact and data objectives. The organization also needed broader reach beyond academic and advocacy circles—especially in front of stressed workers, employers, and health communicators.
We mapped the audience journey from awareness to survey completion and identified three leverage points: search intent, social amplification, and earned media authority. Keyword research revealed high search demand around "work stress," "burnout help," and related terms. We paired this with creative testing in Google Ads, rapid‑response landing page messaging, and retargeting. In parallel, we assembled a nimble social media team to translate research into relatable, shareable content. Finally, we activated our broadcast connections to position Healthy Work Campaign leadership for on‑air consideration—ultimately securing a prime time Spectrum News segment.
1. High‑Intent Google Ads: Built segmented campaigns around stress, burnout, and workplace wellness queries; optimized copy for action; routed clicks to a streamlined survey landing flow.
2. Conversion Refinements: Simplified forms, clarified privacy language, and added trust cues from research credentials.
3. Social Media Activation: Daily content calendar, graphics, and interactive posts driving users back to the survey.
4. Earned Media & Press Kit: Fast‑turn media sheet, expert talking points, and health/workplace relevance hooks pitched to targeted outlets.
5. Broadcast Amplification: Leveraged B47’s TV network contacts to secure a prime time Spectrum News interview, dramatically expanding reach and authority.
Traffic to HealthyWork.org surged more than 4x. Paid search delivered an industry‑leading 40% conversion rate into survey participation. The Spectrum News prime time feature generated over 1.76 million impressions and a sustained lift in branded searches and referral visits. Survey completions rose sharply (exact % pending final client metrics), giving the Healthy Work Campaign the data volume it needed to advance its mission and inform future workplace wellness initiatives.