Social Media Assets
Thought Leadership Social Campaign
My Role
Sr. Graphic/UI Designer – During my time working in-house at the Arbinger institute, I was the primary designer on most of our social media ads and organic social posts. We primarily used LinkedIn and Instagram to get community engagement and generate hot leads for our sales team to convert.
Team
1 Designer – Me!
2 Marketing Teammates – Amy Statham, Paige Gerber
Creative Director – Michael Brown
Tools
- Illustrator – Brand mark, marketing campaign assets
- Photoshop – Photo retouching, AI expand, photo montage, etc.
- Canva – Created templates for marketing to utilize
- Asana – Project management
- Microsoft Teams – Internal communication with team
5000
The challenge
The challenge we faced with social media was that our audience was elusive. We often created incredible graphics that fell flat when it came to performance. Other graphics, that we created quickly with low amounts of effort would often achieve much better engagement. Working with Amy to troubleshoot what worked and what didn’t was fascinating and fun. Over time, we dialed in on a winning formula: no calls to action, content that looked clean and was easily digestible. The less it looked like an ad, the better it performed. 🙂
Thought leadership campaign impact
LinkedIn overhaul increased engagement by 68.6% YoY
Post engagement grew 74.4% achieving a 6.5% engagement rate
Top Performing Assets
Amy Statham
Content Marketer
Arbinger Institute
After Sara joined, our social posts saw a dramatic boost in performance
“Sara is an exceptionally talented graphic and UX/UI designer. Not only did I love brainstorming and getting creative with her, but every design she produced was nothing short of fantastic. She’s someone who just ‘gets’ good design. Sara is a true team player—open to feedback, adaptable, and always focused on refining ideas to achieve the best possible outcome. After she joined, our social posts saw a dramatic boost in performance, only getting better over the nearly two years we worked together. Anyone would be lucky to have her on their team!”
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