Reframed a speaker lineup as a movement, and tripled the engagement

Project Details

Client: Skoll Foundation

Focus: Event Promotion

Role: Strategy, creative concept, production management

Project Type: Full engagement

Skoll World Forum Promos

Challenge

The Skoll World Forum brings together the most important social entrepreneurship leaders in the world at Oxford University, and the social campaigns promoting it were consistently flat. Low visual variety, low depth, low engagement. The historical approach: announce a name, post a headshot, repeat. Nobody clicked.

Solution

Developed archetypes for each speaker, "Heroes of Social Impact" epithets that captured their systemic work in language a general LinkedIn audience could understand and remember. Grouped speakers by issue area and released them in carousels, turning a lineup announcement into an unfolding story. Ditched the identical template approach so each post gave followers a reason to come back and see what came next.

Outcomes

  • Campaign engagement rate: 3.8% to 6.4% year-over-year (a 69% increase)

  • Total engagements up 48% (likes, comments, shares, link clicks)

Heroes of Social Impact

  • Rachel Klienfeld

    The Scholar Strategist

  • Dr. Denis Mukwege

    The Humanitarian Healer

  • John Palfrey

    The Change Accelerator

  • Daniela Orofino

    The Strategist for the Forest

  • Mindy Lubber

    The Ethical Entrepreneur

  • Trevor Noah

    The Dream Catalyst

  • Edwin Macharia

    The Architect of Possibilities

  • Archana Soreng

    The Indigenous Innovator

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