How did the opportunity come about?
I work for Alison Edgar, an author and keynote speaker also known as the ‘Entrepreneur’s Godmother’ – she is quite well known for helping entrepreneurs to grow their businesses.
I run her LinkedIn, actually all the social media, and Alison received a message on LinkedIn from an agency called Torpedo. They reached out saying: “Hey, we have this campaign, we’re not really allowed to tell you who it’s with yet, but it sounds like you’d be a perfect fit”. We share a lot about hybrid working and that’s what the campaign was on.
Alison didn’t know who it was, so we said we would need to check if our values fit with the company. They replied saying, “Trust me, you’re going to want to do this campaign!” They had reached out to a couple of other people as well, in the end they found that Alison and our team would be the best fit for their hybrid working campaign. At the time there were four of us…one in Canada, one in Shefield and two in Wiltshire. It was all about marketing their Adobe Acrobat tool for people who do hybrid working.
While it was going on in the background, we were consciously posting a lot more about hybrid working than we usually would just to warm up our audience a bit, and let them see that we’re a good fit for that campaign.
What kind of content had you been posting?
Alison’s a massive advocate for hybrid working and she has been since before the lockdown, so we’re always sharing different things on it. For example, LinkedIn has the newsletter option, which we use every week. We’ll constantly include something to do with hybrid working like helping senior leaders, because we have a senior leader scorecard as a lead magnet.
Our four main topics we cover all the time are hybrid working, communication, time management and entrepreneurship. We try and do a lot to establish ourselves as a thought leader in that environment.
We don’t really tend to sell on LinkedIn, it’s more just giving value to the people that follow us.
What was it like being part of a big campaign?
They came to our home office first at Alison’s house, and filmed Alison and my manager Rebecca hybrid working, talking on Zoom and stuff like that. The next day we went to their offices in Oxford to film, they were filming us all day. They had makeup artists and stuff on set, running out every five minutes. It was ridiculous! There were so many different people involved, there were videographers, photographers, marketers, everything.