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Top Performing Executive Campaign
Client: McAfee, a global computer security software company.
Client Ask: Create a cohesive social media campaign that is relevant throughout the year to complement their evergreen content.
My Task: I noticed the client posted press releases and coverage without taking advantage of the executives mentioned in the article. I recommended the client uses LinkedIn to boost their followers and the following of their executives, all in one campaign. I optimized the posts by:
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Utilizing LinkedIn features of switching out link images (which increases CTRs).
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Tagging executives, authors and publications to encourage sharing.
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Utilizing quote cards to increase recognition of key executives.
Objectives and Successes:
Objective 1: Boost executive recognition.
Achieved: Throughout the three-month campaign, executives' LinkedIn followers increased by 5%.
​Objective 2: Increase engagement rates on LinkedIn.
Achieved: This campaign had the highest engagement rate of any campaign throughout the year. It also landed an ER 13.6% higher than the average ER on LinkedIn for the year.
Objective 3: Drive traffic to coverage and the website.
Achieved: The click-through rate for this campaign 39.5% above benchmark campaign CTRs for the year.