Our partnership with McKinsey

McKinsey & Company is one of the world’s leading management consultancy firms working with organisations in the private, public and social sectors to help them achieve growth, sustainability and inclusion.

The Challenge

During our four-year partnership, we provided drumbeat social content consisting of five assets per week. These ranged from static infographics to bespoke animations and social videos, along with social copy and scheduling to post the content across the brand’s channels (LinkedIn, Instagram, X and Facebook). The objective was to raise awareness of the firm’s expertise in a variety of business-critical areas and showcase the positive impact they deliver for clients, among a target audience of C-suite executives across all industries.

The partnership also included regular campaigns focused on strategic brand messages. The objective of one particular campaign, for example, was to convey to prospective customers McKinsey’s ability to provide both consultancy and implementation services for technology, positioning them as a comprehensive solution for new tech delivery. With businesses increasingly wanting to adopt artificial intelligence into their operations, McKinsey was finding that while customers relied on them for guidance on the right technology to use, they often turned to competitors for the actual implementation.

The solution: showcase the brand’s tech capabilities through engaging content

Our team developed and implemented a strategy to deliver the client's key messages to its C-suite audience. This took the form of a three-month campaign of multi-format, multi-channel drumbeat social content to amplify a selection of reports that demonstrated the client’s capabilities in consultancy and provision of technology solutions.

We identified the key points in each report that aligned with McKinsey’s strategic message of tech strategy and implementation and then ideated on a range of content to highlight those insights. Assets included animations, social videos, infographics, carousels, soundbites, gifs and quote cards. We scripted and designed the content, wrote the social copy and scheduled the posts across multiple social platforms.

Creating visually innovative content was crucial to capturing the attention of McKinsey’s time-poor C-suite target audience. For this reason, the campaign featured a range of advanced design formats such as gif clusters and bespoke animations, and developed a bold design language for the more standard formats like carousels and quote cards.

We also provided weekly analytics on content performance throughout the 12-week campaign. This enabled us to adopt a test-and-learn approach based on the data and effectively measure the impact of our efforts.

The outcome: target audience captured, strategic messages delivered

Throughout our partnership with McKinsey, we consistently increased the brand’s social audience across all platforms. In the first two years alone, we: