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Key Takeaways
Their challenge:
Continental Reinsurance had a stale corporate voice on LinkedIn and no content strategy for growth or engagement.
Our approach:
- Consistent bi-weekly posting
- Fresh, engaging visuals to complement each post
- Focus on employee spotlights and company initiatives
- Balancing content tailored for LinkedIn performance while honoring Continental Re's 40-year legacy
Outcome:
In 365 days, we turned Continental Reinsurance’s LinkedIn into a dynamic and engaging page that celebrates current employees and attracts new talent. We increased their follower count by 120% and achieved 680,000+ organic impressions.
What they say about us
"I wanted us to have a good result at the end of the year, which we did. Everybody's saying Continental RE is the brand that we know."
– Elsie Mbera, Group Head of Corporate Communications and Marketing at Continental Reinsurance
Their challenge
Weak brand voice, inconsistent posting cadence, no coherent content strategy, outdated creative designs. As the top reinsurer in Africa, there was no example before them on where to take their LinkedIn brand. They set the standard but didn’t have a clear idea of what to do.
How we approached this
1. Deep Dive Interview
We ran an interview with Lawrence Nazare, Continental RE’s CEO, to understand the company's history, culture, and how he naturally communicates. This was the foundation for everything that followed.
2. Media Strategy & Content Archetype
Based on the interview, we created a Media Strategy and a Content Archetype for Lawrence Nazare. These were the specific content buckets that were authentic to him and interesting to his target audience.
- Every archetype is built on four content pillars: Tactical, Aspirational, Insightful, and Personal.
- Lawrence’s main topics were: employee spotlights, Continental Re's success story and milestones, Pan-African expansion, market trends and forecasts, talent acquisition, and leadership philosophy.
3. Profile Revamp
We gave Lawrence's LinkedIn profile a facelift before we started posting content. We made sure that when he started generating attention, every ICP that landed on his profile would know exactly who he was, what he did, and what their next step should be. We refreshed outdated visuals and made use of every inch of profile real estate.
4. Content Engine
We held one monthly content call of one hour with Lawrence to extract his input, ideas, and perspective - requiring only 2 to 3 hours of his time per month including content review - then turned that into LinkedIn posts that authentically represent his voice, publishing 1-2x per week throughout the year.
Before & After
Before
- 7,093 followers
- No LinkedIn content strategy
- Inconsistent posting schedule
- Stale corporate branding on LinkedIn
After
- 15,612 followers
- 680,000+ organic impressions in one year
- 120% follower increase in one year
- Consistently posting 1-2x/week
- Fresh graphic design and corporate branding on LinkedIn
- Setting the standard for how African reinsurance companies market on LinkedIn
