Executive content drives 5x more engagement than brand content on LinkedIn, according to Boxcar Digital data. One Fortune 100 company aimed to harness this trust and efficiency using LinkedIn’s thought leadership ad formats to execute the strategy.
Overview
Boxcar Digital crafted tailored organic copy and visuals that highlighted each executive’s unique perspective. To streamline execution, a simplified workflow was introduced, allowing the marketing team to easily boost curated content. After the campaign launch, Boxcar Digital analyzed engagement performance and provided strategic recommendations, equipping the company to optimize future amplification efforts.
Opportunity
The company aimed to reinforce its leadership in AI and the future of work through a targeted LinkedIn campaign. With more than 60 leaders across its U.S. executive team, the company needed guidance on identifying the right voices to spotlight, ensuring authentic champions for these themes within their business units. The company also sought support in interpreting campaign metrics to shape future content strategies and strengthen internal alignment around its future of work narrative.
Finding leadership
Boxcar Digital identified four executives whose expertise aligned with the company’s strategic priorities and thought leadership goals. By developing tailored digital content and analyzing performance across organic and paid channels, the team delivered actionable insights that strengthened reach, engagement and influence.
Design
Boxcar Digital identified four executives whose expertise aligned with the company’s strategic priorities and thought leadership goals. By developing tailored digital content and analyzing performance across organic and paid channels, the team delivered actionable insights that strengthened reach, engagement and influence.
Immediate impact
While the average click-through rate (CTR) for boosted LinkedIn posts ranges from 0.44% to 0.65%, the four campaign posts achieved CTRs between 0.88% and 4.35%, significantly surpassing industry benchmarks and demonstrating the impact of targeted executive-led content.
Extended viewership
Boosted LinkedIn videos typically see view rates between 15% and 35%, but the three video posts from the campaign achieved view rates between 50.21% and 59.35%, well above industry averages and a strong indicator of content relevance and resonance.
Tailored content works
The four campaign posts saw organic engagement rates between 2.43% and 3.47%, a strong performance by LinkedIn standards and a testament to the effectiveness of tailored executive content.
Tailored content works
The four campaign posts saw organic engagement rates between 2.43% and 3.47%, a strong performance by LinkedIn standards and a testament to the effectiveness of tailored executive content.
Results
Results
The campaign outperformed industry benchmarks and led to the expansion of the program across the next two quarters.
Team: Lucy Leggett, Max Murray, Alexis Link, Tianna Brown, Hannah Turner, Simran Rao
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