Boosting Knowbility’s Social Media Presence: A Successful Ad Campaign on Linked
I had the pleasure of working with Knowbility, a company known for its commitment to accessibility, as marketing director. I was to amplify their social media presence and significantly increase their engagement on LinkedIn.
Understanding the Client and Setting Objectives
I wanted to make sure that Knowbility’s brand ethos, and their presence revealed more of their personal story and highlighted the great people involved in their efforts.
- Enhance Brand Visibility: Ensure that Knowbility’s name and offerings reaches a wider, yet relevant, audience.
- Increase Engagement: Boost interactions such as likes, comments, shares, and follows on their LinkedIn profile.
- Drive Website Traffic: Increase the number of visitors directed to their ‘Knowbility Giving’ website from LinkedIn.
Crafting the Campaign
Tailored Content Creation: I started by creating a series of compelling, visually appealing photo ads showcasing their various non-profit organizations and the people behind them.
- AccessWorks: Highlighting this relatively unknown testing service Knowbility offers.
- AccessU: Showcasing Knowbility’s once a year accessibility conference, AccessU.
- 25 Year Anniversary: Leveraging their 25 year anniversary to show the people behind the organization who have worked at Knowbility for years.
- Valentine’s Day The launch date intersected with Valentine’s Day so we incorporated hearts into the message.
- AccessU We created a series of stickers with a programming theme for the upcoming conference that has a UX track to tie into the promotion of AccessU.
Monitoring and Optimization
Throughout the campaign, I closely monitored performance metrics using LinkedIn’s analytics tools. This real-time data allowed me to measure the ads’ impact.
Results and Achievements
The results of the campaign were great:
- Increased Social Media Presence: Knowbility’s follower count on LinkedIn grew by 231.3% within one month.
- Enhanced Engagement: Average post engagement (likes, comments, shares) increased by 150% and total engagement shot up to 348.5%.
- Boosted Donor Engagement: Knowbility landed Microsoft as a major donor at the end of the campaign.
Conclusion
The success of this LinkedIn ad campaign for Knowbility helped them gain a more powerful social media presence. We were successful in launching a campaign that put more heart into their message, and made it more personalized.
