The challenge
We were asked to create a LinkedIn campaign raising awareness of the support that Acas offers to small businesses and increasing their engagement with Acas’ products and services. Insight revealed that small businesses are wary of faceless, corporate organisations. We knew we needed to position Acas as independent experts to build trust, but also as personable and approachable to show they really care about helping small businesses succeed.
Our solution
Informed by insight, we developed a content strategy to tell Acas’ story. At the heart of our campaign is a ‘staff advocates’ video series that showcases their passion, expertise and experience, giving Acas a human face to build an authentic connection with small businesses. We created engaging videos and social statics, with a comprehensive campaign toolkit and tone of voice guidance. The content was a success, generating around 1 million impressions and 2,450 clicks to Acas’ website.
