Otherness
Social Media Strategy · Social Media Management
29%
LinkedIn Engagement Rate
24%
LinkedIn CTR
+127%
Instagram Views
+142%
Instagram Engagement
Otherness is a design agency for lifestyle and luxury brands ready to embrace their uniqueness.
Founder Joel came to me to bring the agency’s social presence back to life, sharpen its positioning and get in front of the people who actually hire creative agencies: founders, CMOs and brand directors.
Getting the right people to pay attention.
Challenge
Creative solopreneurs can easily fall into the trap of talking mostly about the creative side of what they do. And naturally, that attracts other creatives.
For Otherness, we deliberately avoided that. We wanted to speak to the people who actually make the hiring decisions: founders, CMOs and brand directors.
So we focused on topics that matter to them: branding, marketing, commercial success and the role design plays in all of it.
Approach
We built the strategy around one leading question:
What value can we add for the brand leaders making the hiring decisions?
From there, we gave each platform a clear role.
We took a classic thought leadership approach, but gave it a gentle contrarian edge that is distinctly Joel.
We share his take on branding and design, often challenging the usual way of thinking. The topics focus on what matters to brand leaders: branding, marketing, commercial success and the role of creativity in business.
When showcasing his creative work, we also shared the thinking behind it and why it matters to the brand.
For Instagram, we created a Reels series called Treasures, where Joel shares hidden creative gems he loves, narrated in his distinct, poetic style.
The series is designed to show Joel’s taste and aesthetic, while also signalling to potential clients the kind of creative network Studio Otherness can pull from for its projects.
Results
On LinkedIn, we increased the engagement rate from 5% to an average of 29%, reaching as high as 66%. Click-through rate averaged 24%, with a peak of 61%.
The Treasures series generated 127% more views and 142% more engagements on Instagram.