Sugar Bowl Case Study

Private Equity | Expanding TPG’s Online Presence with Social Strategy

Challenge

TPG is a top private equity firm with a future-focused vision. They recognized the significance of social media early on and approached Sugar Bowl (a Haystack Needle brand) to help build their online reputation.

True to form as a leader in innovation, TPG was committed to being an early adopter within their peer set. While they had already established a substantial social presence on LinkedIn and Twitter (50K followers), the brand was not yet engaging with its audience.

Results

With a willingness to experiment, TPG’s thought leaders were receptive to our ideas. They took the leap to proactively address their follower base, which created a solid presence for growth.

Through organic and paid campaigns, their social following has more than tripled, and they’ve experienced positive shifts in culture and recruiting based on this new-and-improved digital strategy. The executive team now thinks about how any company news can be reflected in social media.

Taking our training to heart, TPG dedicated an in-house communications team to continue building and strengthening public outreach, online content, search results, brand awareness, and reputation.

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Approach

Social media is a robust tool for growing an existing presence and improving an online reputation because it creates high-ranking assets that become an evergreen, owned presence in search results. Social media presents opportunities for brands to create content they can control through various parameters, including whether or not to allow comments.

We explained this to TPG and began working directly with their marketing and compliance teams to build a robust search and social strategy.

Since they already had a captive audience, we aimed to create consistent communication by repurposing pre-existing content. We taught them how to leverage press releases, public campaigns, and corporate culture events as social content for growth and engagement.

Results

With a willingness to experiment, TPG’s thought leaders were receptive to our ideas. They took the leap to proactively address their follower base, which created a solid presence for growth.

Through organic and paid campaigns, their social following has more than tripled, and they’ve experienced positive shifts in culture and recruiting based on this new-and-improved digital strategy. The executive team now thinks about how any company news can be reflected in social media.

Taking our training to heart, TPG dedicated an in-house communications team to continue building and strengthening public outreach, online content, search results, brand awareness, and reputation.

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