Case Study: SMEC achieves 5% LinkedIn engagement and a 3.3% NPS lift with LinkedIn Marketing Solutions

SMEC Builds Trust with their Audience and makes Ambassadors of Employees on LinkedIn

SMEC, a global civil engineering and consultancy firm (member of the Surbana Jurong Group) with 5,500+ employees and a 70-year legacy, faced a challenge: historically marketing-shy, they needed to strengthen brand perception, engage key clients and employees, and become an employer of choice—despite a small marketing team and a modest, cost‑constrained budget.

SMEC prioritized LinkedIn Sponsored Content and precision targeting, using video and image ads to tell their "70 Years of Impact" story and encourage employee advocacy. The campaign delivered strong results: 5% LinkedIn engagement (vs. a 1% benchmark), a 3.3% lift in NPS (exceeding the 2% target), a 90% increase in employee shares, 2M impressions reaching 756,000 unique members, and an IABC Gold Quill Award—driving ongoing organic and paid use of LinkedIn to build trust and thought leadership.

SMEC

Liz Shi

Corporate communications and Marketing Manager