Case study · Manufacturing, Industrial

142 million impressions from a B2B social presence built from scratch

How Trellist built a newly independent chemistry company's social presence from the ground up, then managed its channels and product campaigns to deliver more than 142 million impressions and 251% LinkedIn follower growth in a year.

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Client: Global chemistry company
Industry: Manufacturing Industrial
Services: Revenue & Marketing Operations Campaign Operations

The challenge

Our client had just become an independent company, which meant it had to build a social media presence of its own with no inherited audience. Awareness of the new corporate brand had to be earned channel by channel.

Brand awareness was only half the job. The company also needed thought leadership and lead generation among commercial end users, so that interest from the people who use its products would create pull-through demand across the value chain.

What we did

Trellist wrote the company's first corporate social business strategy, then stayed on to run its channels and campaigns.

A corporate social business strategy. We set the plan for brand awareness on social and put it into market, delivering 10 million impressions in the first year.
A dedicated B2B channel. A new LinkedIn showcase page let the brand hyper-target its business audience, and followership grew 251% year over year the year after it launched.
Employee advocacy. We created and rolled out an employee advocacy and ambassador strategy so the company's own people could carry its story to their networks.
Product campaigns that teach. Trellist was retained for the creative and management of multi-channel and social campaigns that educate audiences on the key value propositions of 4 products.

The impact, measured

A corporate brand that started with no social audience now reaches commercial buyers on every core channel, with Facebook followership growing 14 to 20% year over year, every year.

142M

Impressions across all channels

Delivered since Trellist began managing the channels

251%

LinkedIn follower growth

Year over year, after the B2B showcase page launched

10M

First-year impressions

From a brand-new corporate social presence

A new brand made visible from its first year as an independent company.
A B2B audience reached directly through a dedicated LinkedIn showcase page.
Steady, compounding growth with consistent year-over-year gains in followers.
Four products explained clearly through campaigns built around their value propositions.

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