SHORT LEADERSHIP: DRIVING ENGAGEMENT WITH SOCIAL INSIGHTS

Despite a large following and high quality thought leadership, Arup faced low engagement and needed to build momentum. We distilled technical reports into snappy and immersive ‘micro thought leadership’ pieces that turbo-charged engagement and referral traffic.

A short medium presents a big challenge

As the big brain behind some of the world’s most iconic buildings, Arup was not short of compelling true stories – indeed, the thought-leadership reports produced by the engineering giant were key to lead generation. However, despite significant follower numbers, engagement on social channels was low and referral traffic to a shiny new digital home for those reports were minimal.

A new approach

We wanted to show Arup that short-form didn’t have to mean shallow, providing both strategy and community management support to identify the hidden headlines and human angles that would drive engagement on social media. We leveraged native formats on key channels to create immersive stories that felt rewarding in-feed and also increased intrigue around the full report.

Laying the foundations for future growth

The result was a 40% increase in social engagement and 15% rise in overall site traffic. More importantly, because this referral traffic comprised qualified leads, 1 in 3 visitors downloaded a report, leading to invaluable data capture.