The Challenge
The world’s largest online marketplace for plant-based foods was set to go public. To support the launch, their team wanted to establish a stronger, more strategic social media presence for its CEO and co-founder.
Understanding that he’s targeting a digital-savvy audience of potential customers, brand partners, and investors, he wanted to present the right persona that aligns with his company’s brand and values. At the same time, the executive was looking to establish himself as a thought leader within the industry, expand his network, and share engaging content.
The Action
To address his different goals and appeal to the executive’s diverse target audiences, our team developed a cohesive strategy that spanned B2B and B2C demographics. To ensure that his messaging reached these two important groups, our social media program encompassed two key platforms — LinkedIn and X — with both ongoing short and long-form content creation.
By developing key topic areas and mapping specific percentages to each one, we developed relevant messaging for each target audience.
- Branded content: shared how his online platform helps partner brands
- Thought leadership content: highlighted his deep expertise in the industry and company milestones that appealed to potential investors
Our team also enhanced his profile through a full audit, optimizing several often overlooked areas that impact key metrics, such as profile visits and search appearances
As part of our strategy, the executive’s X profile was updated less frequently compared to LinkedIn. However, consistent posting ensured relevant content continually reached his X audience. Our follower growth activities on this platform led to a 505% increase in followers over the course of the program.
The Results
631
Increased average LinkedIn post impressions
10
Increased X post likes
60
Increased followers on LinkedIn