CEO thought leadership online

di:ga worked with World Animal Protection in the run up to and during COP28 to raise the profile of their CEO, Steve McIvor. The organisation wanted to draw attention to the impact of factory farming on global greenhouse gas emissions and urge leaders at COP28 to prioritise transforming food systems and improving animal welfare.

We focused on raising the CEO’s profile on social media as a thought leader on animal welfare and factory farming. First, we developed and delivered a bespoke social media training package to build his confidence and understanding of how to use his social media channels, the tone he should adopt in posts and how to engage with his audience. We then identified key themes and opportunities for him to talk about the carbon and cruelty footprint of factory farming.

We adopted a test and learn approach, with a focus on LinkedIn. In the run up to COP, we tapped into conversations about food systems and factory farming with timely and relevant content, experimenting with longer form personal posts as well as shorter, reactive pieces to see what resonated best with target audiences. This approach saw us get almost 1500 impressions on one LinkedIn article in just one day and increased his following by 8.9% compared to the three months prior to us working with him.

Before di:ga started working with World Animal Protection, the CEO engaged sporadically on social media. By the end of the project, our content strategy had driven approximately two-thirds of the CEO’s total 46,197 impressions and 71% of his total engagements in the last year. Over the course of two months, Steve reached a much broader audience beyond those who sympathise with World Animal Protection’s goals, and generated extensive debate about factory farming.

Get in touch if you would like to find out how we can support you on social media.