sTrategy

A good social media strategy is like a well-built bridge: it connects your brand’s goals with your audience’s needs, using content, platform ecosystem, and storytelling as the structure.

It is a clever mix of being authentic and attuned, creatively bold, and built to adapt.

Case studies

Innovate UK

Innovate UK is the UK’s innovation agency, part of UK Research and Innovation (UKRI) the national funding agency investing in science and research in the UK.

In early 2024, Innovate UK joined forces with Innovate UK Business Connect (previously called the Knowledge Transfer Network) and Innovate UK Business Growth (previously called Innovate UK Edge) to reposition itself as an innovation ecosystem with a mission to help companies of all sizes and sectors grow through the development and commercialisation of products.

  • Increase brand awareness of Innovate UK, as the UK’s ‘innovation ecosystem’ by 10% on LinkedIn

  • UK Businesses leaders, UK Government departments, Researchers, Academics

  • Position Innovate UK as a reputed organisation providing financial and non-financial support for businesses of all sizes and sectors

    • Redefined the content strategy and tone of voice for each Innovate UK channel, i.e. Innovate UK for Investments and Impact stories, Innovate UK Business Connect for opportunities etc.

    • Orchestrated a content schedule with 3-4 posts each day, catering to the needs of a diverse audience

    • Organised thought leadership content like: reports, webinars, expert insights and a ‘Did you know’ series

    • Promoted the use of ‘on the ground’, authentic visuals for impact stories, moving away from overly branded corporate content to build trust

    • Empowered Innovate UK employees to use LinkedIn to repost company updates as well as sharing personal accomplishments

    • Started an Instagram channel to increase brand awareness to highlight opportunities for a younger audience

    • Established a monthly reporting loop in the the form of an accessible social blog, celebrating top posts and sharing key learnings

    • Followers grew by 23% organically and continue to grow by 2.5% each month

    • Post engagement grew by 22.7%

    • Post Impressions grew by 6%

    • Page clicks grew by 65%

    • Post clicks grew by 69%

    • The follower and engagement growth shows improved community relevance and resonance.

    • Page and post clicks soaring (65–69%) signals that content is not just being seen—but acted on. This = trust + value.

    • The 6% impressions lift is modest in contrast to other metrics. Could suggest algorithmic limitations or content frequency saturation.

Ocean Risk and Resilience Action Alliance (ORRAA)

ORRAA is an International non-profit working to protect our Ocean and coastal communities. It connects the international finance and insurance sectors, governments, multilateral organisations, civil society, and local partners to pioneer finance and insurance products that incentivise investment into coastal and ocean resilience, and through Nature-based Solutions.  

ORRAA’s mission by 2030, is to activate at least USD$500 million of investment to build the resilience of 250 million climate vulnerable coastal people in the Global South.

  • Increase ORRAA’s brand awareness on LinkedIn by 10%

  • Institutional investors, insurers, government bodies, multilateral organisations, local partners and civil society members.

  • Position ORRAA as an authoritative, solutions‑focused leader, showcasing their financial tools, local and international partnerships, and policy influence.

    • Regular spotlights on new board appointments, funding announcements and member achievements to reinforce credibility and authority

    • Live updates and reflections from high-level events like UNOC, COP conferences, and finance summits, to emphasise ORRAA’s active policy engagement

    • Regular publication of impact stories in an authentic style, video format to show the positive impact of ORRAA’s activities on the coastal communities.

    • Amplification of campaigns through existing employee and member networks on LinkedIn

    • Tagging relevant influencers like journalists and other leaders in this space to increase brand awareness

    • Expanded ORRAA’s reach globally by over 300%, organically in 2022-23

    • ORRAA's LinkedIn content was seen by more than 3x as many people around the world, without using paid ads.

Corporate account management

Innovate UK

photo credit: Innovate UK

Innovate UK Business Connect

photo credit: Innovate Uk

ORRAA

photo credit: ORRAA

Finboot

photo credit: Int. Mining

Econcrete

photo credit: Cordis

university of south wales Students’ union

photo credit: USWSU