Case Study: Cotton Incorporated achieves higher engagement and click-through rates with LinkedIn Marketing Solutions Carousel Ads

Cotton Incorporated Embraces LinkedIn Carousel Ads, Drives Engagement

Cotton Incorporated, a Cary, North Carolina–based not-for-profit funded by U.S. cotton growers and importers, needed to raise awareness of cotton’s benefits among decision makers across fashion, retail, and the wider supply chain. Their trade-focused campaign aimed to showcase diverse applications of cotton, highlight lesser-known industry advantages, and drive traffic to industry landing pages.

They ran LinkedIn Sponsored Content using carousel ads to target users by job title and industry, promote multiple pieces of content in a single post, and send visitors to pages like Cotton Today and Lifestyle Monitor while measuring each card’s performance for optimization. Compared to static ads, carousel units delivered stronger engagement — including an average CTR greater than 1%, over 200 clicks per ad, and average engagement rates above 1% (some posts reached 2%).

Cotton Incorporated

Kim Kitchings

Senior Vice President, Consumer Marketing