Case Study: Citi achieves a 43,000-member, highly engaged community of professional women with LinkedIn Marketing Solutions

Building engaged communities with LinkedIn Managed Groups

Citi sought to deepen engagement with professional women through its Women & Co. content but needed a social strategy that would spark conversations about business and finance and boost brand favorability among this audience.

Citi partnered with LinkedIn to launch a Managed Group, seeding discussions with Women & Co. content, polls and videos, using Sponsored InMails to recruit members and awarding LinkedIn Premium to top contributors. In four months the group grew to 43,000 members, achieved 2× the engagement of the average LinkedIn group, 30–50% weekly return rates, and generated more than 17,800 comments.

Citi

Vanessa Colella

Managing Director and Head of North America Marketing, Citi