Driving organic engagement on social media 22 February 2019

Our teams in London and New York have delivered a hugely impactful, brand-driven content campaign for non-profit organisation CFA Institute, the premier global association for investment management professionals with more than 160,000 Charterholders.

Focusing on CFA Institute’s mission to promote the highest standards of ethics, education, and professional excellence, for the ultimate benefit of society, Living’s brief was to connect with influential leaders and decision-makers on social media organically (LinkedIn and Twitter) through thought leadership that highlights the organisation’s global ambitions for the financial industry.

Our engagement strategy was two-fold and involved our content team crafting soundbites spotlighting the views and insights of CFA Institute. The content was extracted from existing presentations and collateral that were rich with data, opinion and key messages. The campaign was brought to life (in alignment with CFA Institute’s brand guidelines) through a series of uniquely designed social media tiles, to ensure stand-out while capturing users’ attention as they scrolled through their social media feeds.

What does success look like?

During the first eight weeks of the campaign, organic connections on LinkedIn have increased by 42% and engagement with posts has also gone up 126%. There has also been a rise in Twitter followers, up 20%, while likes and shares have experienced an uplift of 20%.

Maintaining momentum

Our planned second phase of the campaign will feature interview-style videos on key topics aligned with CFA Institute’s mission, designed to drive further engagement and interest.

If you would like to know more about how we can bring your campaign to life, please contact Aliena Lai in Hong Kong, Kate Shaw in London or Kevin Windorf in New York.

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