e-Careers was launching their new CIPD courses and wanted an impactful theme and campaign. The marketing team brainstormed ideas and came up with 'There's No Hero without HR' theme. This theme emphasises that HR professionals are the true superheroes of the workplace and should be portrayed as such. It's a lighthearted way to bring attention to an important and potentially under-appreciated industry. The goal was to attract a more diverse group of people to enrol in the CIPD courses and become qualified HR professionals.
The project involved creating attention-grabbing social media posts and pay-per-click (PPC) ads, as well as a landing page to keep the viewer engaged. The goal was to generate a high number of leads by providing a direct link from the ads to the landing page. Additionally, an ebook containing information about the course would be created and made available in printed form.
01 CIPD - Social posts
For the CIPD course launch, I created a social campaign with a bold superhero theme and comic-style visuals. The goal was to make professional learning feel exciting and empowering.
Using playful copy and eye-catching design, the posts built buzz, encouraged sign-ups, and positioned learners as the heroes of their career journey. The social posts included instagram, LinkedIn, X and also Paid PPC banners.
02 Landing page
The landing page was designed to clearly inform visitors about the CIPD course while using engaging visuals and benefit-focused copy to spark interest. Its main goal was to entice users enough to make an enquiry and guide them smoothly toward signing up, turning curiosity into action and ultimately driving course sales. The results were successful, as the landing page generated numerous leads with a positive conversion rate.
The landing page was designed to clearly inform visitors about the CIPD course while using engaging visuals and benefit-focused copy to spark interest. Its main goal was to entice users enough to make an enquiry and guide them smoothly toward signing up, turning curiosity into action and ultimately driving course sales. The results were successful, as the landing page generated numerous leads with a positive conversion rate.
03 eBook and printed booklet
This booklet was created as a taster for the CIPD course—giving prospective students a clear, engaging look at what the course offers. Designed to be both informative and inspiring, it highlights key topics, real-world benefits, and what learners can expect.
The goal was to spark interest and give just enough insight to encourage readers to take the next step toward a career in HR and people management. Whether viewed digitally or in print, the piece was crafted to help potential students feel confident about signing up and starting their CIPD journey.
This was available once you enquired about the course through the landing page. 
