reaching people who weren't looking for us

When I started at Vicasso, the company had very little current social presence. Social is the one channel where you go to the audience instead of waiting for them to come to you, and Vicasso's customers are customer service leaders who are on LinkedIn for their own reasons, not to hear about software. As a team, we came up with the ideas for what to post, and I was the only designer, so I brought each one to life.

LinkedIn carousels, research statistics, customer quotes, product posts and short videos. The work was giving customers something worth stopping for: a number that changes how they see their own team, a problem they recognize, proof from someone in their job.

Every post had two jobs. It had to feel on brand without being the same post over and over, and it needed enough stopping power to engage someone scrolling a feed.

Each format did a different job. The carousels carry the longer ideas, one card at a time, building to a reason to act. A single statistic could get a post of its own, where it can't be missed. The customer quotes let someone in the same role make the case instead of us. The short videos were sometimes quick clips from our webinars or other scroll-stopping ideas for getting people to engage.

Not everything was a post. For our case management guide, the campaign was three pieces: a Reddit ad, a landing page, and the guide behind the form. I designed all three. The ad has to earn a click, the landing page has to make the ask, and the guide has to deliver.

All three come out of one system. I'm its brand steward across the marketing of the company's six products. Given the content and messaging direction, I developed the creative execution: data visualization, illustration and product screenshots.

I wish we had the resources to post more. When we did post, it showed off the company's personality as well as the real value of its products.