Sparked-Social-2
Sparked-Social-2

BUILDING A GLOBAL SOCIAL MEDIA STRATEGY FOR IMAP

CHALLENGES

Creating effective social media content in the financial space presents unique challenges. The industry often defaults to traditional, corporate communication, resulting in static posts that inform but rarely inspire or drive reactions. IMAP needed to break that mold. The shift wasn’t just about “posting” more frequently—it was about introducing storytelling, designing content that educates, converts, and celebrates. Building a digital presence that feels both authoritative and human to resonate with today’s finance professionals.

Despite IMAP’s global presence in 40+ countries and extensive experience, their online presence wasn’t reflecting their authority and international influence in the financial services sector.

Posts were overly corporate, lacked brand consistency and storytelling—leading to low engagement and content that was invisible to high-value decision-makers.

LinkedIn activity was primarily reposts, announcements, or conservative deal updates. This approach offered little value to new audiences and failed to grow their reach.

OUR STRATEGIC APPROACH

 

To solve these challenges, we developed a LinkedIn-first social strategy anchored in a marketing funnel framework. This approach was designed to attract high-value audiences at every stage—from awareness to conversion—using content tailored to IMAP’s real decision-makers in the financial space.

By aligning content types to the buyer journey, we were able to deliver thought leadership, spark engagement, and drive action without relying on paid promotion or advertising.

WHAT WE created

The Strategy

We rolled out a content marketing strategy and a social media strategy built around content performance, persona-driven insights, and unified business alignment. Designed to scale across IMAP’s global and local teams.


Thought Leadership

We implemented an employee advocacy program and transformed IMAP’s expertise into short-form, vertical formats—highlighting unique perspectives from partners, analysts, and industry reports to build authority and trust.

Content Pillars

Our content pillars focused on 3 strategic themes: Educational Explainers that make complex financial topics more accessible; Celebrating Success through visual storytelling of wins, culture, and milestones; and Leadership & Innovation, positioning IMAP as a leading voice in global M&A advisory

Buyer Personas

We defined tailored personas aligned to each funnel stage, based on IMAP’s real-world decision-makers and high-value audiences. This helped shape content that speaks directly to the priorities of C-suite leaders, analysts, and prospective clients.

FINANCIAL CONTENT EXAMPLES

Carousels and infographics

Vertical videos

GIFs and templates

GRAPHIC DESIGN AND BRAND POSITIONING

We also developed IMAP’s new Brand Guidelines Manual, designed to align 40+ partner offices globally under a single, globally consistent visual identity—covering logo usage, co-branding, brand colors, typography, photography styles, and new multimedia templates for LinkedIn.

The mission? To build a cohesive, professional brand system that would:

  • Elevate IMAP’s brand visibility across digital and offline channels

  • Empower global and local teams with a scalable, brand-aligned content toolkit

RESULTS AND IMPACT

By Q4 2024 — following nearly 9 months of strategic implementation — IMAP saw significant growth in LinkedIn performance, driven entirely by organic content. The strategy also contributed to a noticeable increase in website traffic (+200% over the past year), reinforcing the connection between social engagement and deeper audience interest.

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Scroll-stopping carousel images and video explainers on financial topics boosted post likes and engagement without paid ads.

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Value-driven content and human storytelling sparked real conversations from target audiences across regions

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More share-worthy insights and partner recognition posts led to increased visibility through employee and partner advocacy

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All achieved 100% organically, without paid amplification—proof that strategic, brand-aligned content resonates when executed right

CLIENT REVIEW

It’s a real pleasure working with Jenny and Kristina. They have been instrumental in both developing and executing our global Social Media and Content Strategy. In only a very short time, with their expert advice and support, we have seen positive results and know we are on the right track. They always bring great energy and new ideas to the table and with their continued support, we are confident we will achieve our many goals and objectives, helping us improve how we reach, communicate, and engage with our clients.

Claire Smedley

Head of Marketing & Communications at IMAP

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