BPO Rising Stars - Digital Promotional Campaign

Task

We were approached by the Macedonian Human Resources Association, which was looking for a marketing agency to design and implement a communication campaign for their project, “BPO sector as rising star in North Macedonia’s Economy.”

Our role covered the full communication journey: from strategic marketing and campaign design to the complete implementation of the digital campaign across landing pages, social media, email communication, partner channels, and supporting promotional assets.

The objective was to build awareness, generate registrations, engage interested talent, and support the project’s wider mission of connecting people with opportunities in the ICT and BPO sectors.

Tactics

We started by developing the strategic foundation for the campaign, including market and sector research, audience segmentation, campaign objectives, core messaging, value propositions, channel strategy, and content direction.

Based on this strategy, we created a communication framework around the BPO Rising Stars tagline and translated it into a multi-channel digital campaign designed to move audiences from awareness to action.

The campaign was structured in three phases. First, we built and promoted the main BPO Rising Stars landing page to introduce the project and promote all activities within it. After that, we developed a separate landing page for the BPO Rising Stars Academy to support registrations and provide detailed information about the training programme.

Once the Academy phase began, we developed a dedicated BPO Rising Stars Academy landing page as the main registration and information hub for prospective participants. It included an overview of the Academy, descriptions of all training modules, trainer information, format details, online registration, and SEO optimization.

Between this two phases, we also promoted a dedicated regional event for HR, BPO, and ICT representatives from the business sector, where a special report and toolkit for BPO/ICT excellence in the Western Balkans were presented. This added an important regional knowledge-sharing and networking dimension to the campaign.

The social media campaign supported the promotion of all the project acctivities through educational posts, awareness content, training announcements, reminder messages, and sector-focused communication distributed via MHRA digital channels and partner touchpoints.

Email communication played a key role in audience nurturing, with targeted reminders, follow-ups, feedback collection, and conversion messages encouraging participants to stay engaged, join the LinkedIn community, and submit their CVs to the Talent Database.

Results

By combining strategic campaign design with hands-on digital implementation, we helped BPO Rising Stars move from project concept to an active, results-driven communication campaign.

The campaign increased visibility for career opportunities in the BPO and ICT sectors, strengthened audience engagement, supported Academy participation, and encouraged long-term involvement through the Talent Database and LinkedIn community.

The main BPO Rising Stars landing page played a key role in project awareness and audience navigation generating 1,369 landing page views, 1,061 unique visits in one month.
The Academy landing page drove direct registrations for the training programme generating 1,968 visits and 1,218 unique visitors, generating 129 registrations and a 10% conversion rate.

Across the campaign, social media activity delivered 295,801 reach, 1,202,088 impressions, and 10,543 link clicks.

Email communication achieved an average open rate of 36% across the campaign.

Together, these activities created a clear pathway from awareness to action, helping position BPO Rising Stars as a relevant and accessible entry point into the sector.