There’s nothing worse than not selling enough tickets or having empty tables and hotel rooms… 
These are just 3 things many of my clients faced before working with me: 

🎟️ Struggling to sell tickets for their events or festivals

🫣 Getting lost in a competitive market

⏰ Lacking the time or resources for effective marketing

📣 Uncertainty about how to attract the right audience

📸 Difficulty capturing high-quality content that drives bookings

That’s where This Is Apollo steps in. We’re a design and marketing agency dedicated to helping festivals, events, and hospitality brands boost ticket sales, increase footfall, and drive bookings through:

⭐️ Targeting the right audience to maximise  ticket sales with tailored marketing strategies

⚡️Crafting a unique brand identity that makes you stand out in a crowded market

🪩 Saving you time by managing your marketing with proven, results-driven tactics

🚀 Skyrocketing bookings by speaking directly to your audience through smart marketing and design

📹 Planning and capturing engaging, social-first content that highlights your brand’s best offerings

Some of our client success stories include:
→ Over 250,000 attendees at events in Manchester in 1 weekend
→ £3M in ticket revenue generated for clients since 2022
→ Supporting more than 500K tickets sold since 2022

If you’re ready to stop blending in and start standing out — while selling out your events—let’s talk. 

Drop me a message or reach me at chloe@thisisapollo.co.uk.

Chloe Waterhouse

We’re only 5 days into March and I have 3 sitemaps that are due to be complete this month for festivals. 

Events in 2026 are not playing 👀 

I’ve said it for the past 3 years.
Sitemaps shouldn’t be an after thought. 

They’re no longer ‘just to show people how to get around’.
They should be an essential part of your marketing strategy.

→ They capture attention. 
→ They generate ticket sales & revenue. 
→ They break the scroll cycle for customers.

For 2026 i’ve already locked in:

1 x HUGE sitemap for a festival client based in the Scotland.
1 x Stadium Takeover map in the South
3 x Additional maps for a touring festival in the North West

I’ve designed maps for clients including: 
Forbidden Forest
Hide & Seek Festival
Land Beyond
Higher Love Festival (Malta) 
Higher Love (Leeds)
Motion Bristol
City Sound Project
Garage Nation 
Love To Be Festival
Street Eat & Beats
Dream Valley
+ many more. 

They know what power they have.
↳ You should find out for yourself. 

If you’re looking to increase ticket sales with a custom sitemap, drop me a message.

Next availability to begin: WC/ 30th March 2026

Chloe Waterhouse 

❋ Design, content & marketing for hospitality, leisure & events | Helping experiences stand out & sell out 🪩 | Director @ This Is Apollo

In 2022 I made a commitment to myself…


To work with brands that were cool. 

I’m talking festivals with huge headliners. 
Brands with global reach. 
Events with 10K+ capacity.

And 4 years in I can safely say I’ve done all 3.

But this year I want to up the ante.

🌍 I want to work with on a global scale with, hospitality, travel, events and festival brands - but also businesses that class themsleves as an ‘experience’.

I want to create the same impact I have for my clients in the past 4 years but for new brands or existing brands which need a new pair of eyes. 

From artwork direction for 3-day festivals to marketing for European events, I’ve got experience working with in-house teams across the design & marketing board. 

→ Sitemaps
→ Event artwork
→ Social media
→ Email marketing 
→ Web & landing page design
→ Content creation & photography

If you want to work with someone who lives and breathes this world, let’s talk.

I use to work with a hotel whose branding was inconsistent. 


The result? 
❌ Low engagement on socials
❌ Lack of bookings due to ‘quality’ of content.
❌ Quiet periods when it should be busy

Now if you’re thinking ‘but our brand looks good’ and you’re just talking about your logo…

You need to look at the bigger picture: 

🔎 How are you speaking to your audience?

→ Captions on social posts
→ Language in emails
→ Tone of voice on website
→ Voices and text on videos

🔎 Do your visuals communicate quality?
 
→ Does your video show off your venue in the best light? 
→ Do your photos look like they were taken on a Nintendo DS? 
→ Are your graphics looking like they were made on PowerPoint or looking like they’re ripped from clip art? 🫠 

🔎 Is your website easy to navigate?

→ Or is it like trying to dig for gold when trying to find the menu for the restaurant or difference in price for your rooms?

Your branding goes further than a pretty logo. 
It’s about your values, your authenticity and care of customer experience.

Chloe Waterhouse ⚡️

❋ Strategy-first design & marketing for hospitality, leisure & events | Helping experiences stand out & sell out 🪩 | Director @ This Is Apollo

You can’t market a weekday lunch spot the same way you market a high-end restaurant 👀 

One sells convenience.
The other sells experience.

One needs repeat custom.
The other needs anticipation.

The brands that win understand:

→ Why people are coming
→ Who they’re coming with
→ What they want to feel

Context changes everything.

I think I’m grieving my 20s a little and I'm only 25.

Don't worry, it's not in a dramatic way.  

Just in the quiet awareness that they’re not what I once imagined.

I thought this part of my life might look like:
✈️ living abroad in Bali or Aus
🌍 saying yes to everything  
🚀 doing bold, spontaneous things  

Instead, it’s looked more like:
📈 slowly building a business  
💻 long workdays  
🧠 constant responsibility (adult stuff like dog care and mortgages)  
🤍 thinking about future stability

Don’t get me wrong, I have my fair share of trips and excursions.

But somewhere in that mix sits a persistent feeling:

“I’m running out of time”

I should be experiencing more.  
I should be making more memories.  
I should have had more freedom.  
I should have made more progress.  

Even when there genuinely isn’t space for more.

Because the truth is - when you’re building something and building a life at the same time, there’s always a trade-off.

If I work hard now → what am I missing?  
If I slow down → what am I risking?  
If I choose stability → what adventures disappear?  

That quiet “what if?” can sit over everything.

I’m starting to realise this isn’t failure or wasted youth.  
It’s just the reality of choosing and caring deeply about multiple things at once.

If you’re also in your 20s, feeling like you’re simultaneously too serious, feel like you’re ‘missing out’ or ‘running out of time’, you’re not alone. 

I want to hear other founder’s expefiences in their 20s - 30s, if you don’t fancy sharing publicly, I’d love a chat via DM!

‘We’ve always done that’ will slowly kill your business.

Sorry to be morbid this morning, but it’s time to wake up and face reality. 

I’ve seen many businesses (quite local to me) close recently. 
And I know it’s not solely because they don’t have a marketing strategy.

👉🏽 Business rates are through the roof.
👉🏽 Costs for goods have rocketed.
👉🏽 Insurance has risen.

But relying on your business success by hoping someone books a table or walks in because their friends told them ‘they have good food’ is NOT a marketing strategy.

→ People hate the idea of missing out.
→ People envy those who have done something they haven’t. 
→ People want new experiences, but don’t want to risk loosing money or time if it isn’t up to scratch. 

Hospitality, events, festivals and experiences need to craft the perfect story which shows potential customers that their experience is unmissable, value for money...

And something to brag about visiting.

It doesn’t matter if you’re a local cafe, or if you’re an exclusive ski resort with the best slopes - the same principle applies.

Over the past 4 years, I’ve seen hospitality brands and experiences blend into the background.

Their competition ‘has stolen’ their customers.
They don’t know what went wrong. 

Let me tell you this… 

That’s not a marketing problem.
It’s a positioning problem.

No clear position = unclear message.
Unclear message = confused audience. 

And if it’s not for someone, it’s for no one. 

If your experience feels “hard to sell”,or “like it’s for everyone” it’s usually because:

👉 Your brand looks like everyone else
👉 Your messaging is too generic
👉 You’re focusing on features, not experiences
👉 You’re relying on discounts to drive bookings

In experience-led industries, perception = demand.
The venues that stay fully booked and experiences that sell out? 

❌ They don’t compete on price.
✅ They compete on identity.

A strong brand:
→ Increases perceived value
→ Attracts better partnerships
→ Makes marketing easier
→ Drives repeat bookings

Branding isn’t decoration.
And it’s not ‘just a logo’.

It’s a strategy.

I say this all the time, content shouldn’t just be ‘taken’ to tick a box. It should have a real purpose, drive emotion and impact your brand 👇

Last week I was back capturing content for Super Duper Family Festival - a free city-centre family festival that takes over February half term in Manchester.

This was year two of the event.
And I was invited back! 

(I guess it’s a sign the content I take does a good job 😉) 

I was tasked to create:

→Early-week wrapup to drive attendance for the week
→Vox-pop interviews with happy parents
→A BTS video of the Blue Peter TV set
→And of course, a full festival recap

🎥 Across two days of shooting I captured:

→ CBeebies Bedtime Stories at Manchester Central 
→ A silent disco, roller disco + workshops  at Aviva Studios
→ Behind-the-scenes access at Blue Peter’s TV set  
→ All 8 activity zones across the city 

If you think that’s a lot, it was.
In fact it was 20KM worth of walking around town! 

But one of my favourite moments?  

Meeting Hacker the Dog - a slightly surreal, full-circle moment, after growing up watching CBBC 📺

The thing that stood out most wasn’t the scale of the activites that were on, it was the togetherness of the city.

✨ Families dancing at Cbbebies Bedtime Stories
✨ Kids proudly showing creations (wooden spoons people) 
✨ Parents talking about having a free, joyful day in the city

That’s the message I wanted to get accross. 
And that’s exactly what each piece did. 

Four content pieces designed to do different jobs:
→  awareness
→  momentum
→  proof
→  excitement for next time.

Plus a bank of content to use to promote future events! (67.8GB of footage to be exact)

I just want to say a huge thanks and give a big credit to the CityCo & Manchester City Centre BID (Accommodation BID delivery partner) team and the wider crew for bringing it all together and putting on an amazing free event for families. 

It’s certainly something I wish was around when I was little! 

——

If you’re producing events, festivals or family experiences and want content that captures both scale and feeling - that’s exactly the work I do.

PS. If you fancy a nosey at the video, you can take a look here: https://lnkd.in/eCr4PBDH

No alternative text description for this image

500K likes. 100K+ views on repeat. 
20K+ new followers in two years.

All for one event brand based in London. 

One of my clients hit a huge milestone recently - half a million likes on TikTok 🎯

I’ve worked with this brand for just over two years, supporting them across:

• TikTok strategy
• social graphics
• video & lo-fi content
• graphic design
• and ongoing optimisation

In that time, we grew the account by 20,000 followers and consistently pushed content into the 50k+ view range. 

(One post hitting 297K and another at 187K)

No viral gimmicks. 
Just a strategy that works.

So what actually drove the growth?

👇🏽 The best-performing TikTok carousel formats:

1️⃣ “What are you doing on [date]?”
Simple curiosity. Clear intent. 
Strong swipe-through rates.

2️⃣ Location-led first slides
Putting where the event is on slide one instantly qualifies the audience.

3️⃣ Two-line text. That’s it.
Clean, lo-fi, easy to consume. 
Designed for thumb-stopping, not overthinking.

The biggest takeaway?
Consistency + clarity beats overproduced content every time.

If you’re a hospitality, events or experience brand that wants real results - not vanity content - and you’re serious about growing on TikTok…

📩 Drop me a DM and let’s work together.

I spent £600 skiing for 4 days in Olso 2 weeks ago.
But their marketing almost made me think 'shall I go elsewhere'.

I'm a TikTok booker 💻 
What I mean by this is:

→ I research on TikTok
→ I plan my itinerary from UGC videos
→ I take reccommendations from users
→ I want to know the vibe before I spend £

And the resort I went to? 
❌ Didn't show the people that visit
❌ Didn't explain how to book 
❌ Didn't share the overall 'vibe'

So this is what I would do if I was to manage their marketing. 


⛷️ Phase 1 - Capture the experience properly.

→ On-mountain photography
(real guests, real weather, real atmosphere)

 → Short-form video: chairlift views, après scenes, morning corduroy

 → Micro-creators who actually ski, 
      not just pose in ski gear

Because ski trips are emotional purchases. 
People buy the feeling & belonging.


⛷️ Phase 2 - Blend organic with paid.

→ Run awareness ads before peak booking season

 → Retarget people who engaged with winter content (Manychat is a good one for this!)

 → Build anticipation, not just discounts (and make it clear how much things cost, how you can pay and set expectations)



⛷️ Phase 3 - Gather guest data

I wasn't asked ANYWHERE for my email in Olso. 

This is SO important for returning customers growth!

→ Collect emails at booking and on-site

 → Segment: families, season pass holders, weekenders, locals etc.

 → Send content that matches why they come (powder alerts vs group holidays vs family events)



⛷️  Phase 4 - Create moments worth sharing.

→ Themed après nights

 → Cool tricks on the snow parks

 → Events / photos that make guests post without being asked

 → Meme & Trending style content that people crave to make / share

Stuck for content ideas that build engagement, boost link clicks and show your overall vibe? 

📌 Download my free 70+ hooks social media guide: https://lnkd.in/e_QYdBbU

Back in September I captured a LOT of social-first live clips for a festival.

Those clips are now being rolled out across socials to build momentum for their 2026 event.

The results?

198K organic views across 7 Instagram posts.

And the interesting part?

All 7 clips had the same principles:
⚡ high-energy  
💥 SFX moments going off  
🔥 drove a sense of FOMO  
✍️ captions layered on top of the footage  
🙌 crowd shots that show scale + emotion  

Because the best event content doesn’t just show what happened.

It makes people wish they were there.

If you’re planning event coverage - or working with a videographer/content creator for your next festival, conference or live show - pre-planning these moments makes all the difference:

🎆 know exactly when SFX moments happen (pyro, confetti, cannons)  
🎵 get set times + identify the tracks that will land biggest  
🎥 position shooters both at stage AND in the crowd/pit  

The most shareable moments at live events aren’t always predictable. But the big moments often are. 

You just have to plan to catch them.

(ps. yes a kinder bueno is a festival essential for a briefing meeting 👀)

⚰️ Going on sale right away can often be a death sentence.

Look at the major players.

They announce with a teaser.
→ Driving sign ups for a ‘first glimpse’.

Sometimes festivals and events drop a lineup and STILL don’t go on sale.

Why? 

Because who’s more eager to go head to head for tickets than a database of eager, ready-to-go punters fighting for ‘limited early bird’ tickets? 

Don’t focus on the sale right away.
🎯 Focus on building hype + demand.


Because ‘early birds sold out in 24h’ sounds a lot better and more fearful than ‘tickets on sale now’.

Matt Swain

LinkedIn for Founders & Execs

I’ve built my career as a creator, thought-leader, author and entrepreneur who helps executives and founders evolve their online presence into genuine influence. I’ve had the privilege of working with global icons such as Wim Hof, Steven Bartlett and Arthur Brooks, and collaborated directly with LinkedIn to shape the conversation around digital content, executive-led brands and how social influence can drive commercial growth.

At the start of 2024, I founded Triangle Branding, an exclusive B2B thought leadership agency built for category-leading founders and CEOs who want to turn their ideas into influence. We help them build human-led digital reputations by using their own personal voice to drive commercial impact through LinkedIn-first content, strategic storytelling and demand-generation systems. 

Over the last 18 months, we’ve helped clients raise over $100M, land deals with companies such as Sony, Nvidia and Virgin, had 100 million eyeballs on clients’ content and generate meaningful inbound opportunities by building executive-led brands that people trust.

--

We've generated 1,000,000+ views in the first 6 months with four C-Suite Execs at a 150M ARR leading B2B SaaS platform. 

We've generated 5,000,000 impressions and 40,000 engagements on a leading Harvard professor - with them becoming a LinkedIn Top Voice.

We've helped an energy leader book qualified conversations with SVP's at Walgreens, Starbucks, Mars, GSK and Lidl. 

We've helped agency owners generate organic engagement & MQLs from leaders at THG, Uber, Heineken, Estée Lauder, Samsung, Lavazza, L'Oréal, Tony's Chocolonely and more. 


www.triangle-branding.com

Founder of SOCIAL CLUB

Founder and Manager of SOCIAL CLUB - an exclusive social media community where members manage over 328 million followers. 

If you're an influencer or brand who wants to connect please get in touch. 
If you're interested in investing/sponsoring/collaborating please email on matt@mattswain.co.uk

Every marketer needs to hear this (direct intel from LinkedIn):

I sat down with Jae O., LinkedIn’s Head of Measurement & Ads, to introduce LinkedIn’s latest series - B2B Over Bevvies, sharing the latest B2B insights direct from LinkedIn! 

For the first episode, we debunked the 3 biggest myths killing your results…

Let me know what you think in the comments! 

P.S. Check out how LinkedIn’s measurement solutions can help you deliver outcomes over optics —> https://lnkd.in/measuringROI

LinkedIn for Marketing #AD

I’ve seen a lot of LinkedIn advice lately that’s frustrated me. 

The thing is – we all want LinkedIn to be a place for original thinking and interesting ideas – not AI slop and surface-level takes. 

Yet so much advice is about hooks, formatting and the latest algorithm trends, as opposed to substance, original ideas, interesting anecdotes, and genuine insights.

And from my visit to LinkedIn NYC last week, my takeaway is: LinkedIn wants more original, compelling, journalist-style content: thoughtful pieces that only you could write. Posts that add value, spark interest & conversation, and feel creatively different. This very much aligns with Triangle's approach when we're working with leading US companies on their thought leadership presence (always nice to hear!). 

Also, it was great to finally meet Luiza Cocito and Gianluca Russo in person after working on projects together and seeing each other’s content online for so long. Big thank you to the team for the warm welcome to NYC, the very cool office tour, and even a trip up the Empire State Building observation deck.

Stay tuned for a video from the visit too!

Thought Leadership & Demand Generation for Leaders

Being honest, we didn’t hit our growth goals for February. 

I hired a key growth lead at the start of 2026 – it took 4 weeks to interview & train them. They were getting ramped up – and then they suddenly quit 2 weeks in. It was a key role, and being honest, I’d overlooked some key aspects in the recruitment process. I saw what I wanted to see. We needed someone quickly and the reality was, they just weren’t a good fit. And I paid the price in the end. 

In that situation, you can do one of two things. 1) get frustrated or 2) get to work. I chose the second. And I’ve been busy searching for talent, 100s applied, interviewed 25+ people last week. And now we’ve found someone better & more aligned, who started with us this week. We’ve upgraded our onboarding process, more incentives, and more checks early on in the process. 

It set our growth back by six weeks, but we’re now in a great place as we head into March.  

And a reminder of some important lessons in the process too:

— Even when the trajectory is up, there will be weeks that test you. 

— When something unexpected happens, you just have to put the work in & take action. 

— Focus on true alignment with your team and clients – don’t try and shortcut this.

Landed in New York and went straight to The Met. I’m starting to think seriously about the kind of art I want to collect one day.

When I was younger, paintings never used to interest me, but over the past few years, I’ve become obsessed with different creative pursuits – movies, theatre, music, and art. So now, whenever I visit somewhere new, you’ll find me in different galleries. 

Thomas Merton said, “Art enables us to find ourselves and lose ourselves at the same time,” and Giorgio de Chirico said, “each of them is an enigma, each contains a poem, an atmosphere.” When you find a good painting that speaks to you – it forces you to reflect, pause, and feel something you can’t put into words. It has a life of its own. It’s a still image and yet it has motion, tells a story, and reveals something about yourself.

I’m in exploration mode, seeing what pieces resonate & speak to me, and there is no better place than the Met to get inspired about what I’d like my future collection to be.

Someone pushed back on me last week about LinkedIn. 

"If this works, why can't you show me a %?"

"Surely it all comes down to conversion rate," they kept insisting. 

I disagreed.

LinkedIn isn't an outbound machine you can reduce to a single percentage. 

It's an ecosystem. 

There's the content building authority and trust. The profile converting cold visitors before they've replied to your initial message. The network compounding month after month as the right accounts are being added. The signals telling you who's warm and who's paying attention. 

And yes, outbound – but that's one piece. 

Some of your best prospects won't respond to your first message. They won't engage with your posts either. But four months in, after consistent exposure to your thinking, your proof, your credibility – they come inbound. Ready to book a call. 

By tracking outbound conversion rate, you're measuring one segment of a much bigger system. 

So when you're not booking enough SQLs to hit your targets, the issue isn't automatically the outreach. Across multiple B2B clients, the bottleneck is rarely conversion rate. It usually sits deeper, in how you're positioned, in the quality of accounts entering your network, in whether your content is building buyer confidence, or in whether your profile reflects the level of deal you're trying to win. 

It's worth stepping back and looking at the system as a whole. 

Happy to walk you through how we structure it.

It was 10pm and I’d just been to see Michael Jackson on Broadway, walking down 7th Avenue, I had a proud moment. It felt surreal that we’ve grown Triangle to the point of taking on NYC. 

I still remember being a solo freelancer juggling multiple projects, figuring it all out with just a couple thousand in the business bank account. We’ve come a long way since then! 

It’s one of the things you have to experience to understand - but the buzz, energy, ambition, pace, drive, is infectious here. You feel it walking down the street, in every conversation, it lives in the air. 

Yes, it was a productive time with clients on shoots, coffee conversations and strategy pitches. But my big takeaway from the trip is thinking bigger and moving quicker. Taking the NYC mindset into everything we do.

Founders who post 10+ times per year generate 33% more leads.

LinkedIn shared this stat with me directly during a meeting with their team in LA last October.

Ten posts per year.

That’s the bar for a measurable lift in lead generation. They also shared that founders who post consistently see higher deal size and shorter sales cycles.

Yet many still use LinkedIn for company updates instead of using it to generate revenue.

Company updates don’t build pipelines. 

You need strategic content that moves someone from never having heard your name before to having the level of trust needed to sign high-value contracts.

And this content already exists. You just need a system to extract it. 

Think of the last sales call you closed. You handled the objections, built trust, proved you could deliver, and you created the moment that made them sign.

That is validated messaging — now you just paste the transcript into Stanley.

Stanley already knows your existing LinkedIn content, your voice, how you think, what you've posted about. It extracts the strongest ideas and structures them into posts built from insights that have already converted.

Because if you said it on a sales call that closed, it works. 

If you've been wanting to post more consistently and generate more leads, but don’t want to add hours to your week, this is the system that makes it happen.

Stanley turns conversations you’re already having into content that supports your pipeline.

Try Stanley free → https://lnkd.in/ecEBMT-r

#Ad

Turn sales calls into original content in minutes...

If you want to start conversations with senior decision-makers on LinkedIn – you need to pattern-disrupt with a human-first approach. 

Everyone is getting 10+ salesy messages a day. So you need to make yours cut through and be the one they actually respond to.

New York made something very clear to me: there is more demand for what we do than I realized. Meeting after meeting, it became obvious that our approach to LinkedIn really resonates. From the way we think about positioning, demand & content together, and building enterprise-level credibility. 

So many companies are surrounded by clickbait tactics, freelancer-style playbooks, and surface-level personal branding advice. Very few are helping Series A and Series B to enterprise companies turn LinkedIn into a serious commercial channel that creates trust, category authority, and demand with serious decision-makers.

In-person, it was clear to see we’re speaking the same language – deal flow, growth, funnels, and what high-quality LinkedIn thought leadership content looks like. Sitting in front of leaders of some of the most ambitious, fast-growing companies, I could tell they understood why our work matters, why it needs to be done properly, and why it often makes more sense to bring in a specialist partner with the expertise, data and infrastructure. 

Next trip will be happening very soon!

A few years ago I was experimenting with LinkedIn after seeing the impact of content while working alongside Steven Bartlett.

I had a sense the platform was underutilized. Within a couple of months of posting, I had my first truly viral post with over 20 million impressions, and following that, an inbox full of enquiries. It’s fair to say, I’d proven my point – LinkedIn was powerful.  

Over time, a pattern started to emerge. While I was freelancing across startups – consulting, writing, podcasting, and working on influencer marketing campaigns – the same question kept coming up in conversations with founders and operators: “How does your LinkedIn content do well – could you do the same for me?” I leaned in. LinkedIn stopped being just one part of the work and became the center of it. That focus eventually evolved into Triangle.

In the early days, I was interviewing clients, writing the content, scheduling posts, creating assets, doing admin, and everything in between. In the trenches – figuring things out, working out how to craft content that captured the client's tone, insights, ideas, what drove results, and immersing myself in different industries. This is now the operating knowledge that’s embedded in how Triangle runs.

60+ clients later, and things are very different now. We operate with a full team building LinkedIn ecosystems for companies, all designed around commercial outcomes. Our average client has 20+ years of experience in their industry, so the work is about authentically capturing their ideas and insights – then turning that into the right positioning, buying signals, outbound activity, and content that helps generate 6-figure conversations and contracts through LinkedIn.

I still think back to that first post and where it all led.

I'm proud of what Triangle has become – and very excited about where we’re heading too!

630,000 impressions in the first month.

That's what we generated for a Harvard professor who came to us with no LinkedIn presence and a book launching in March with Penguin.

Here's exactly how we structured the work across three deliberate phases.

Phase 1: Authority building (foundation)

In the first month alone we generated 630,000 impressions.

Her posts quickly started attracting long, thoughtful comments from senior executives at large organizations – Chief People Officers, Heads of HR, L&D Directors, and Org Development leaders.

By now we're well over 1 million impressions total. That rapid visibility positioned her as the go-to voice in her domain and created the trust layer senior buyers need before they even consider a conversation.

Phase 2: Strategic integration (connective tissue)

Most agencies would stop at impressions. That’s where the real work started. 

We’re now coordinating across Harvard Kennedy School, Penguin Publishing, and her PR agency to align every moving part of the launch. 

Content, messaging, and partnerships are being stitched together into a full launch strategy. This includes planning a LinkedIn webinar, developing launch assets, and ensuring targeted visibility to influential leaders who can amplify her reach. The professor trusts us to lead this because we think beyond posts – we think in systems, partners, and decision timelines so the March launch hits maximum impact. 

We’ve since expanded the scope to include newsletter & email list content. 

Phase 3: Revenue activation (where real ROI lives)

The end goal was never “visibility.” Every action we take serves a business objective. 

As the content compounds, we’re actively tracking engagement from heads of people, heads of learning & development, and other senior decision-makers at major companies. We're building the pipeline for $30,000 workshop facilitations and keynote speaking gigs.

Post-launch, we'll leverage the book success and her strengthened public profile to convert that engagement into booked conversations. 

This is the difference between content creation and a LinkedIn ecosystem.

Last week, we ran a launch for a client that reminded us of something simple: senior buyers assess leadership before they assess product. 

Their company's page update reached 853 people, with 10 reactions and 5 reposts.

Not that impactful. 

But across the 4 leaders (COO, CPO, CRO, CMO) we work with to build their authentic content on their personal pages, the reach and engagement looked like this:

→ 88,305 total impressions
→ 1,040 total reactions
→ 59 comments
→ 47 reposts
→ 47 saves
→ 126 sends

100x the the reach & engagement. 

While data proves time-after-time that reach is significantly higher coming from leadership, it's not the only upside. 

When brands post from company pages, people see this as promotion. But when executives speak consistently, it signals internal alignment and conviction that reduces perceived risk for buying committees evaluating long-term partners. Meaning greater trust, market authority and in turn impactful commercial outcomes. 

- - -
If you want to turn your Execs into thought leaders to build visibility, trust, authority & MQLs – happy to share our learnings.

The content you need to generate a million dollars for an eight-figure budget holder is structurally different to the content most agencies provide.

Here is what I mean.

Right now, the entire marketing conversation is dominated by: Should we use AI? Should it be story-based? What format cuts through? What tool wins?

These questions completely miss the point.

The actual question is: what is the outcome you are trying to achieve – and does your content move you closer or further away from it?

When your end outcome is a seven-figure deal with five decision makers across a complex buying committee, the strategy looks nothing like a typical content playbook.

The focus shifts to progression:

1) How do you move a buyer from awareness, to recognition, to credibility, to commercial trust?

2) How do you build a deliberate sequence of touchpoints that supports long evaluation cycles and high-stakes decisions?

The real value of a content partner at this level is not creative execution, but the ability to design a journey that moves a defined buyer through stages of conviction – from cold, to curious, to confident enough to commit.

AI or human? Funny or serious? Story-led or data-led? These are tactical choices.

At Triangle, we are not interested in debating tactics. 

We are interested in whether the content works for your commercial goals.

Everyone talks about winning clients. Nobody talks about retaining them. 

We've just hit 24 months with one of our clients. 

And no – that wasn’t driven by a long-term contract.

We want to work with clients on a long-term basis, but we don’t force that commitment at the beginning. We invest early, we focus on delivering tangible results, and we prove our value as we go. Retention, for us, is a byproduct of performance.

This client came to us with 800 connections. Over two years, we've helped him generate 30M+ views, grow to over 10,000 followers, and position himself as a credible voice in a complex, regulated industry. And driven real commercial outcomes, including recently signing a seven-figure government contract that came directly through our work on LinkedIn. 

These metrics tell part of the story. 

But honestly, retention comes from becoming a true strategic partner inside the business.

Over two years, we learned how he speaks, how he thinks, what he's aiming to achieve. And as his business evolved – new strategy, bigger team, higher stakes, more scrutiny – we adapted alongside him. 

We're now so aligned that most of the work happens without calls. That's what a good long-term partnership looks like in practice. 

At Triangle, long-term partnerships are everything. We pride ourselves on delivering results, building deep relationships, and growing with our clients – and that's why we’re able to retain clients for 2+ years. 

–
If you’re looking for a partner who will embed into your business, adapt as you grow, and focus on commercial outcomes, book a call to see how we’d approach your LinkedIn.

Last week, M&S announced Gillian Anderson as its Chief Compliments Officer on LinkedIn. Here are 4 reasons why you should pay attention: 

1. LinkedIn was used as the main stage for a mainstream celebrity partnership – even though Gillian had no real platform here beforehand. She had only a few hundred connections and had never really posted before. She wasn’t a LinkedIn creator or influencer, which makes it all the more interesting that M&S still made LinkedIn a core part of the campaign and used her popularity & mainstream profile to drive attention here.

2. The campaign was built for LinkedIn, not just distributed on it. This wasn’t just a brand reposting campaign assets onto LinkedIn, after the fact. The platform itself became part of the idea, execution, and storytelling – with Gillian updating her profile with the new title. And stemming from LinkedIn at the core – the partnership was leveraged into commercial ads, and a bigger PR conversation. 

3. It shows a more imaginative, brand-led use of LinkedIn – a sign LinkedIn is evolving from a corporate distribution channel into a creative brand channel. Campaigns like this show how much more LinkedIn can be, and the direction it’s moving in. (Interestingly, over the last few weeks, we’ve had 3 multi-billion-dollar companies reach out to have conversations about creative ways they can be using LinkedIn).

4. It highlights the compounding value of senior leaders building on LinkedIn over time. Because when they've spent years becoming trusted voices on the platform, as M&S leaders have, moments like this become much more powerful. They are not just extra distribution channels; they bring credibility, context, and attention that help the brand own the conversation, deepen the association between talent and company, and make the whole campaign feel bigger than a one-off activation.

Main takeaway: There are so many opportunities to use LinkedIn creatively and cut through. Exciting times ahead for the platform! 

What did you think of the campaign?

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The Battle

Chloe Waterhouse

Matt Swain

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