Case Study: Munich Re achieves stronger engagement and reduced CPC with LinkedIn Marketing Solutions

Munich Re integrates organic and paid media strategies on LinkedIn

Munich Re, a global insurance company headquartered in Munich with more than 10,000 employees, sought to deepen engagement with core business audiences, establish thought leadership in emerging areas like cybersecurity and sustainability, and drive leads among niche audience segments.

To do this, Munich Re unified its LinkedIn presence into a single Group-level Page and implemented a global social media strategy for always-on organic marketing, then amplified organic engagement with paid media—using broad awareness campaigns plus targeted demand-generation for niche groups. The approach delivered a 38% year-over-year increase in organic clicks and a 24% reduction in paid cost-per-click, helping the company grow brand awareness, thought leadership, and accelerate sales conversations.

Munich Re

Hanna Liebgen

Social Media Manager