The Task
Back in 2018, Weetabix asked us to take over management of its LinkedIn channel. Core objectives were positioning the brand as a great place to work, championing its talented workforce and on-going commitment to sustainable practices. We were tasked with boosting engagement and followers by letting people see the real Weetabix; a collaborative, hugely warm and welcoming, professional and forward thinking workplace filled with happy and exceptional people. Ultimately showcasing that it is a brilliant and dynamic place to work.
What we did
Seven years ago when we started working behind the scenes, Weetabix had approximately 14,000 followers, today we’ve increased this number by an impressive +200% - recently surpassing the milestone of 42,000. Our quality over quantity approach has ensured that engagement rates are consistently high (averaging 11%+ for the first half of 2025). We work closely with the team to identify the stories we think will fly on LinkedIn, evolving our approach to suit the channel’s algorithm and preference for the personal. Our people-first approach ensures news such as product launches and advertising campaigns are seldom scrolled past, whether we’re showing the product being made in Weetabix’s factory, to BTS content at a celebrity shoot, we celebrate the roles their people play in the brand’s success. We’ve covered everything from the brilliant Women in Engineering events they run for local school children to Christmas Jumper Day, no day at Weetabix is ever the same.
Impact
We’ve grown Weetabix’s LinkedIn audience by 29,000+ people in seven years. Consistency and quality of posting has ensured that our audience is relevant and engaged. Our latest figures speak for themselves with engagement rates consistently double the benchmark standard of 5%[1]. Monthly impressions average 45,000+ meaning we’re reaching more than just people following us. We’re recruiting 400+ new followers each month, growing the channel and providing a unique insight into what it’s like to be part of the Weetabix family.
