The Challenge

A Fortune 200 aerospace company had a social media problem. Engagement was down. Follower growth had gone flat. The content no longer reflected the innovation the brand was known for.

A longstanding production agency partner brought us in to help. For a company doing some of the most remarkable work in the industry, the social feed just wasn’t keeping up.

The Approach

The root of the problem wasn’t content quality. It was content structure.

With dozens of product lines and business units, the process had broken down. Every product manager sent content to the social team with the same instruction: “post this.” The result was a hodgepodge feed with no throughline, no coherent voice, and no strategic value for anyone watching.

So we flipped the model entirely.

Instead of starting with what the company wanted to say, we started with who they were talking to. That meant mapping their key audiences – buyers, industry titans, and influential voices – and layering in a macro view of the market. Where is the space industry heading? What’s driving headlines? What does this audience actually care about?

From that research, we identified the themes this company could credibly own. Those themes became the editorial framework – and the framework became the spine of everything.

The corporate social team finally had a structure to work with. Inbound requests from customer marketers didn’t stop. They weren’t supposed to. But now, every piece of product content and every campaign ask ran through a lens that gave it purpose. Same inbound. Better output.

From there, we built their content operation from the ground up. That included a full calendaring and approval system for planning, feedback, and cross-functional alignment. We also audited years of footage scattered across the organization – surfacing assets the team didn’t know they had and building better practices to keep them accessible.

Finally, we developed content specifically for how social actually works. That meant vertical video cuts, the right file formats for each platform (PDF versus PNG for carousels matters), and reduced on-screen text for in-feed legibility. The strategy was sharper. The content was built to match.

The Results

The results came quickly and compounded over time. In the first year, we accomplished:

• 135% increase in engagement rate
• 12% follower growth
• 56% lift in total engagements

A brand known for pushing the limits of what’s possible found a social presence that finally matched its ambition – and built the infrastructure to keep it there.