Control Risks – RiskMap 2025

The Challenge

Every year Control Risks publishes its annual RiskMap to provide businesses with expert insights on the top five global risks for the upcoming year, and an interactive map with country-specific risk assessments. The map is supported by expert analysis, videos, articles, and other resources, establishing Control Risks as a thought leader in risk management.

However promotion of the RiskMap relied solely on LinkedIn and email campaigns, and therefore it’s reach was limited.

For RiskMap 2025, the goal was to broaden the digital strategy to include additional channels and achieve three primary objectives:

• Increases global awareness of the RiskMap 2025
• Improves online content engagement, reach, and clicks
• Generate quality leads by downloading the gated RiskMap 2025

The Approach

We profiled the audience for the RiskMap into four key segments: risk and security professionals, legal and compliance leaders, investors, and C-suite executives. The campaign was executed in three phases:

Teaser Campaign (2 Weeks) (pre-launch, targeting)

• Channels: Google display, YouTube, LinkedIn
• CTA: Book a tailored RiskMap25 session for your business or Sign up to be notified of release leading to sign up landing page
• Creative: static ads for Google display and short teaser video for LinkedIn and YouTube

Launch Campaign (4 Weeks)

• Channels: Google display, Google PPC, LinkedIn and YouTube
• CTA: Read about top 5 risks, or if audience-specific, read more
• Creative: static ads for Google display and LinkedIn, short 30s video for YouTube
• For LinkedIn, we also launched two additional ads – one for investors promoting an article targeted to them and second for legal and compliance for an article targeted at them. This ran for 2 weeks each simultaneously within this period

 Retargeting Campaign (3 Weeks)

• Channels: Google display, Google PPC, LinkedIn and YouTube
• CTA: Download RiskMap for free
• Creative: Static ads for all, YouTube had the same video running

Moreish launched a digital campaign across multiple channels within their distinct RiskMap brand identity. We developed the whole digital campaign strategy and provided creative consulting for all of the ads.

The Results

The campaign significantly exceeded expectations across all metrics during the teaser and launch phases:

• +9,937% increase in impressions compared to the previous year.
• +16,113% increase in clicks, demonstrating substantial audience engagement.
• -99% reduction in cost-per-click (CPC), improving cost efficiency.
• 625% growth in lead generation, with a notable increase in RiskMap downloads.

And this is what the client had to say about working with Moreish … 

We had a recommendation to work with Moreish from a different area of our business who had successfully used them for another project, so we had high hopes going into RiskMap with them. And they did not disappoint! Absolutely loved working with the team – they immediately had a great understanding of what was needed. They guided us through the whole process, were very clear about metrics, and problem solved quickly. And they were super friendly and delightful to work with as well. Thanks for helping us make RiskMap 2025 such a success and we look forward to improving again next year!

Hayley Alfers, Global Marketing Manager
Control Risks