Creating an exclusive content platform for managers
Our key personas at Oliva were managers and HR folks. We wanted to generate leads by creating content that went deep into key issues they were facing—deeper than other brands in the space. So I created Tough Conversations: a microlearning video platform for managers who want to get the hard stuff right.
I led the project: curating the topics, sourcing the experts, and recording the interviews. I also oversaw the design of the platform in collaboration with a designer, and built a process with a video editor and an intern to chop up and upload the videos to Webflow. I created a LinkedIn newsletter to promote Tough Conversations, and worked with a growth marketer to define how we’d capture and nurture the leads it generated.
7k newsletter subs. 500+ qualified leads.
Tough Conversations generated hundreds of leads, including senior profiles at top companies like Spotify, Aesop, and WeTransfer. The LinkedIn newsletter grew to 7k subs, which we later used to promote a series of very successful LinkedIn Live events on similar topics.
