Took a nine-article series — the kind of dense research that usually dies quietly — and gave it the reach of a consumer campaign.

Challenge

Take an academic article series and translate it into an engaging social media campaign.

Solution

Build out a three-phase digital campaign.

• Phase 1: Launch, November 2024
  Introduced the series with individual posts for each article, featuring concise summaries and stylized graphic carousels using the article head, subhead, and author images.

• Phase 2: December 2024
  Extended the narrative by creating cut-down videos from existing footage of the organizations featured in the articles.

• Phase 3: February 2025
  Iterated on what performed well in the first phases to craft more nuanced posts that signaled to the algorithm this campaign should reach beyond the daily audience. These posts performed better over time, proving the campaign could grow stronger rather than fade.

Outcomes

This three-phase campaign was designed to grow the overall prominence of the LinkedIn presence, so every post that followed could perform better.

It worked.

• Page reach ↑ 27%

• Page impressions ↑ 23%

• Page views ↑ 53%

• Page clicks ↑ 159%

The lift in performance was clearest toward the end of the campaign, when posts were consistently over-delivering on benchmarks.

Featured Post Performance

Accelerants of Social Impact Defined Post Performance

• Impressions: 13.6K

• Engagement rate: 21.5%

• Link clicks: 2.6K