Brittani Wynn / Content Strategist & Brand Storyteller
Case Study: LinkedIn Growth + Content Strategy at Glassbox
Client: Glassbox
Role: Social Media Manager & Strategic Communications Director
Timeline: 2022–2024
Focus: Organic growth, content systems, strategic voice development
💬 The Challenge
When I joined Glassbox, LinkedIn was underutilized. Despite having a brilliant product and a bold, curious team behind it, the brand's digital presence felt disconnected—more like a bulletin board than a living, breathing voice.
There was no strategy, no cohesive voice, and little emotional resonance. And in a space crowded with features and frameworks, I knew the only way to stand out was to lean into what actually builds trust: human connection.
The mission: turn Glassbox’s LinkedIn into a high-performing, personality-forward platform that could educate, inspire, and reflect the people behind the product.
🧠 The Approach
I led a full-scale overhaul of our social content, rooted in a simple principle: people don’t follow brands—they follow stories that sound like people.
That meant crafting a system that could balance consistency with authenticity. I partnered cross-functionally with marketing, product, and CX teams to make sure we weren’t just pushing out content—we were telling the same story, from every angle.
Here’s what I built:
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A weekly editorial cadence aligned to product launches, campaign goals, and cultural relevance
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Post frameworks that could flex between brand storytelling, educational value, and employee amplification
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A LinkedIn-native voice guide that emphasized clarity, energy, and empathy—no jargon, no fluff
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Ghostwritten posts for executives that sounded like them (not like marketing)
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Internal “Social Boost” kits with visuals and pre-approved copy for team-wide sharing
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Ongoing performance tracking and tone testing to refine hooks, structure, and format
✏️ Voice Snapshot
“Data doesn’t tell you everything. But it shows you where to look.”
This became a tone-defining moment for us—a reminder that the best posts don’t just inform. They connect. They show your audience that you get their world, and you're there to help them navigate it.
🔁 Repurposing Strategy
To create more impact without more bandwidth, I built a content repurposing workflow across channels and teams:
Blog intros became carousel hooks and teaser copy
Executive interviews were restructured into quote cards and narrative-style posts
Product releases were simplified and reshaped for social, with real-user value front and center
I created a Social Playbook for global teams to adapt content regionally without diluting voice
Everything came back to accessibility, adaptability, and people-first content.
📈 The Results
84.55% audience growth on LinkedIn (organic-only)
22% average engagement rate, the highest in company history
3x engagement on ghostwritten executive posts compared to branded content
35% increase in social-driven site traffic in six months
Internal adoption of playbooks and templates across marketing, CX, and product
Glassbox LinkedIn became a trusted visibility channel for launches, hires, and thought leadership
🛠️ Tools Used
Sprout Social, ChatGPT, Jasper, Canva, LinkedIn Analytics, Notion, Google Docs