BACKLearning and development (L&D) professionals face increasing pressure to do more than just deliver training—they’re expected to drive real behavioural change, improve performance, and show measurable results.
But with busy learners, wavering attention spans, and a growing skills gap, traditional training approaches are falling short.
That’s where campaign-led learning comes in. Inspired by the principles of marketing, this approach treats learning as an ongoing, strategically timed experience—one that connects with people, keeps them engaged, and changes how they think and work.
Let’s explore what this shift means, why it matters, and how you can adopt a campaign mindset in your L&D strategy.
What is campaign-led learning?
Campaign-led learning applies the structure and strategy of marketing campaigns to learning initiatives. Instead of offering isolated modules or one-off events, campaign-led approaches use a planned series of touchpoints including videos, articles, quizzes, nudges, stories, and interactions to build knowledge, sustain interest, and reinforce messages over time.
Think of it as learning that unfolds like a conversation rather than a single announcement.
Just like a marketing campaign builds brand awareness and drives consumer action, a learning campaign builds awareness of a skill or concept, shifts attitudes, and prompts behaviour change.
Why is a campaign-led learning approach more relevant than ever?
In the UK, over 79% of L&D professionals say learner engagement is their top challenge. And with hybrid and remote working now the norm for many, grabbing and keeping people’s attention is no small feat.
Traditional training methods often frontload information and hope something sticks. But people forget up to 70% of new information within 24 hours without reinforcement (Ebbinghaus’ Forgetting Curve). That’s where campaigns shine: by spacing content, varying formats, and building momentum, they support better retention and long-term behaviour change.
What does a successful learning campaign look like?
A well-executed learning campaign doesn’t just deliver information, it creates a journey. It might start with a teaser video or story, follow up with a webinar or workshop, then embed learning through nudges, quizzes, or peer challenges. It can be personalised, gamified, or even celebrated with rewards and recognition.
At its heart, a successful campaign:
- Tells a story with a clear beginning, middle, and end.
- Builds anticipation and delivers ongoing value.
- Reinforces key messages through multiple channels.
- Invites interaction, not just consumption.
It’s not about throwing more content at learners; it’s about making the experience stick.
How does campaign-led learning impact business performance?
Organisations that use campaign-led L&D are seeing tangible results. Campaigns build a learning culture, boost motivation, and drive stronger links between training and performance.
For instance, UK-based businesses that align learning with marketing techniques are 24% more likely to report improved business outcomes. That’s because campaigns go beyond compliance, they inspire action.
Campaign-led L&D also supports agility. When roles evolve quickly or new tools launch, learners need more than just an instruction manual. A campaign approach provides the scaffolding for people to adapt and apply skills in real-time.
Isn’t this just internal comms with a learning spin?
It’s a fair question—and it highlights the opportunity.
While internal communications and L&D both aim to influence employee behaviour, their collaboration is often overlooked. Learning campaigns blur those lines intentionally, combining compelling messaging with purposeful learning design. It’s not just about telling people what to do—it’s about helping them understand why and how to do it.
This is where marketing and L&D can learn from each other. If marketers can sell a product using persuasive content and strategic timing, why can’t we ‘sell’ learning in the same way?
How can L&D teams get started?
You don’t need a massive team or budget to run a learning campaign—you need intent, creativity, and a structured plan. Here are a few starter tips:
- Find the outcome first. What behaviour or mindset do you want to shift?
- Map your learner journey. Think about key moments before, during, and after learning.
- Mix formats. Blend digital assets, live sessions, storytelling, nudges, and social learning.
- Measure impact. Define clear metrics—whether that’s engagement, confidence, or business KPIs.
- Collaborate cross-functionally. Bring in marketing, comms, and learning designers to craft the narrative.
Omniplex Learning Launch Packs
At Omniplex Learning, we understand these challenges. That’s why we’re launching Launch Packs, a solution designed to maximise the impact of learning initiatives and empower teams to embrace a campaign-led mindset.
What Launch Packs offer:
- Tailored engagement assets to generate excitement and ensure your learning initiative gets noticed from day one.
- A shift from passive to active learning, transforming sessions into interactive, purposeful experiences.
- Expert collaboration, bringing together learning design specialists, graphic designers, and marketing professionals to deliver impactful campaigns.
- A focus on the ‘why’ behind the learning, helping learners connect emotionally with the material and drive behavioural change.
Whether you’re onboarding new staff, launching a new platform, or rolling out compliance training, Launch Packs help you move from one-and-done to continuous engagement.
Is campaign-led learning the future?
We believe it is. As the lines blur between work and life, and as expectations for meaningful, engaging experiences grow, L&D must evolve too.
Campaign-led learning isn’t a trend, it’s a mindset shift. One that respects learners’ time, sparks their interest, and delivers lasting impact. And with the right tools and support, every L&D team can bring that mindset to life.
Because learning shouldn’t just be something we deliver—it should be something people remember.