Increasing brand awareness for a global EMBA through organic LinkedIn content campaign

Increasing brand awareness for a global EMBA through organic LinkedIn content campaign


The brief

The TRIUM Executive MBA is a globally top-5 ranked EMBA offered jointly by LSE, HEC Paris and NYU Stern. Designed for very senior, experienced candidates, marketing needs to reach a relatively niche target audience to raise their awareness of the programme and persuade them to consider this exclusive degree.

With a unique programme name, TRIUM does not enjoy widespread recognition amongst candidates at the top of the student recruitment funnel. The marketing team had a modest budget to allocate across all activities, so Media Minds were briefed to develop an organic social media campaign to build brand awareness globally to help attract very high-quality leads.

The solution

As a professional platform that can be used effectively for graduate management education marketing, LinkedIn was identified as the primary channel to engage the TRIUM target audience. Our analysis confirmed that that the programme had a relatively low level of activity and visibility compared to other business school accounts that offer competing EMBA degrees.

We conducted an audit of prior activity, engagement levels and target audience profiles, then developed an organic content plan incorporating several streams of relevant content. Supporting the TRIUM inhouse team, we contributed resource support and expertise to produce posts across a 3-month window, tracking engagement and audience growth. Content streams included a focus on thought leadership from the 3 partner schools, diversity, equity and inclusion initiatives within the programme and a special International Women’s Day series.

A small portion of the marketing budget was applied to paid social activity through sponsored posts, video content and carousel advertisements, to complement organic engagement activity with direct marketing calls to action.

The results

A significant increase in awareness of the TRIUM EMBA was achieved during the 3-month window. Followers increased by 115% compared to the previous quarter.

Engagement with the TRIUM LinkedIn account also increased, with engagement increased by 193% on the previous quarter and post shares up by 214% compared to the previous quarter.

Organic activity has been renewed for another year and further optimised to build upon this initial strong performance.

115% increase in LinkedIn followers QoQ

193% increase in content engagement