Kersia Group:
LinkedIn profile building
Elevating Kersia's industry leadership credentials and supporting internal communications and reputation.
Overview
To evidence an uplift in Kersia's brand awareness in the food and drink supply chain globally, ensuring good visibility and engagement to support a positive company positioning.
To ensure regular, consistent and on-brand visibility online.
Foster real engagement with real industry people and entice meaningful interactions
- Key industry issues advised as themes to drive content
- Industry trends researched to elevate insight and thought leadership
- Videography, photography and graphics creation enhanced social post appeal
This corporate and global social media PR remit sought to elevate the business’ industry leadership credentials and its visibility, as well as supporting internal communications and reputation.
Goal
Evidence an uplift in brand awareness in the food and drink supply chain globally, ensuring good visibility and engagement and support positive company positioning with employees.
Deliverables
Capitalising on the industry prominence of the company’s VP and the suitability of the LinkedIn channel to maximise her target audience reach, the campaign also instigated employee engagement. It leveraged a wider reach by utilising a personal LinkedIn profile that is three times more likely to achieve engagement than a company profile.
Recommended three content themes that provided strong scope for opinion and link to commercial opportunities – leadership, sustainability, and personal insights
Researched industry trends and explored those with most opportunity to be authentically conveyed with confidence and a clear opinion.
- Interviews conducted to adopt the authentic tone of voice to ghost write content for the individual’s LinkedIn personal profile
- Content instigated employee engagement, bolstering social performance of posts
- A thread of company-related content was weaved into the issue-led LinkedIn posts
- Consultancy to support photography and graphics for each content pillar
- Videography service added to wealth of content, crafted to align to issues and company projects
“To build a reactive content programme, we diarised regular check-ins with our client counterpart to get real-time updates, anecdotes or experiences of relevance."
Pinstone client account lead
Results
Impressions, the number of engagements and engagement rate all saw a significant uplift on the previous six months; by 35%, 77% and 68% respectively. A total of 657 quality followers were also gained in the period.
Success was also denoted in the individual being approached by employees and customers noting her content and seeking advice on certain topic areas.
The campaign will be extended to the wider leadership team to act as ambassadors to further amplify the business outreach.
Added value
Applying digital PR insight into this social media-led campaign ensured food supply chain PR insights were elevated in visibility by understanding how the platform rewards strong content in order to maximise interest and, in turn, delivers reputational benefit.
