Square Management: Amplifying Event Visibility Through Strategic B2B Influence

About the Company

Square Management is a leading organization in the sustainability and corporate social responsibility (CSR) sector, dedicated to advancing responsible business practices. The company organizes Produrable, a major industry event that brings together ESG (Environmental, Social, and Governance) professionals, sustainability directors, and business leaders to discuss and shape the future of sustainable management practices.

Context and Challenges

In an increasingly crowded event landscape, standing out and driving meaningful attendance requires more than traditional promotional tactics. Square Management needed to cut through the noise and reach a highly targeted audience of ESG and CSR decision-makers ahead of their Produrable event on October 9th. The challenge was to create authentic, engaging content that would resonate with sustainability professionals while generating genuine interest and conversation around the event's themes and workshops.

Campaign Objectives

• Increase visibility and awareness around the Produrable event organized by Square Management

• Reach and engage ESG and CSR professionals, sustainability directors, and general managers

• Generate meaningful conversations and interactions within the sustainability community

• Drive attendance and participation for the October 9th event

Our Strategy

For this B2B LinkedIn influence campaign, we partnered with Vincent W. (Ludovic Girodon), a respected professional influencer with strong credibility in the ESG and sustainability sector. The campaign was structured around two complementary content formats to maximize reach and engagement:

• Video Publication – One week before the event

• Infographic Publication – Post-event amplification

The strategic timing of the first publication allowed us to build anticipation and drive event attendance, while the collaboration included Vincent's presence at the Produrable event on October 9th. This authentic participation enabled him to create genuine, experience-based content that resonated with the professional audience.

The coordination between the communications team and Tony (the workshop organizer) was essential in refining the message and ensuring the content accurately reflected the event's value proposition and key themes. This collaborative approach allowed Vincent to develop a comprehensive understanding of the topics and craft posts that spoke directly to the concerns and interests of ESG professionals.

Results

The campaign delivered exceptional visibility and engagement within a highly qualified professional audience:

• 4,790 impressions on LinkedIn
• 115 cumulative likes
• 42 engaged comments
• 8 organic shares
• 3.4% average engagement rate (8.3x higher than LinkedIn's national average of 0.41%)

Audience reached: Over 765 ESG and CSR professionals, including Sustainability Directors and General Managers from leading organizations such as:

• Bpifrance
• ENGIE
• Team for the Planet
• McKinsey & Company
• ORIS Materials Intelligence

These results demonstrate the power of authentic influencer collaboration combined with strategic content timing to reach and engage a highly specialized B2B audience. The engagement rate, exceeding 8 times the LinkedIn average, confirms the relevance and quality of the content delivered to this professional community.

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Examples of Content Published

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