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.