Upstream

The opportunity 

Wanhua, a global chemical manufacturer, wanted to better utilize LinkedIn for brand awareness and executive thought leadership within its growing CASE division. The company partnered with HexaGroup to develop a sophisticated digital strategy that positioned senior leaders in business development, technical innovation, growth strategy and marketing as credible industry voices.
The opportunity

SME workshop & strategy

We initiated the engagement with discovery workshops to distill each executive's unique expertise, professional philosophy, and strategic goals. This deep dive allowed us to create a multi-pronged LinkedIn strategy focused on expanding networks, enhancing credible thought leadership, and driving meaningful interest from high-value industry contacts.

SME workshop & strategy

Outreach playbook

HexaGroup identified four essential messaging pillars for each leader and formalized them into individualized Outreach Playbooks. These playbooks mapped Ideal Customer Profiles (ICPs) to guide targeted network expansion. Each playbook included pillar-based LinkedIn article topics, connection invitation scripts tailored by ICP, and templated engagement guidelines to ensure authentic interactions on each executive’s behalf.
Outreach-playbook

Execution

HexaGroup provided turnkey LinkedIn management, including automated weekly posting and daily profile engagement. Our strategy prioritized unbranded content to ensure posts were perceived as expert insights rather than corporate promotion. We also deployed pre-drafted response templates for authentic engagement and ghostwrote in-depth thought leadership articles tailored to each executive's unique messaging.
Execution

Inside Wanhua podcast

The CASE division’s marketing lead has a natural talent for fostering conversations across the company’s diverse workforce. To bring this skill to the forefront, we launched the Inside Wanhua video interview series. In the series, the marketing lead interviews Wanhua team members to explore the intersections of culture and chemistry at this growing global company. HexaGroup handled the turnkey development of the video series, including the show’s branding; YouTube setup; episode topics, scripts and artwork; full-length video episodes and promotional teasers leveraged on LinkedIn.

Inside Wanhua podcast

Integrated reporting & optimization

To provide total visibility into campaign performance, we implemented an interactive digital dashboard that tracked KPIs for LinkedIn growth and engagement, and Inside Wanhua YouTube engagement. The dashboard helped us identify key optimizations —including updated connection request scripts and optimized post image styles—while giving the client 24/7 access to visualized data.  

Integrated reporting & optimization

Results

Phase I significantly increased the executives’ digital footprint while establishing a scalable framework for future executive thought leadership.

  • Senior chemical executive: 57K post impressions, 648 new followers, 99 new connections, and 1,199 post reactions

  • CASE sales leader: 81K post impressions, 652 new followers, 341 new connections, and 1,201 post reactions

  • Marketing lead: 33K post impressions, 337 new followers, 206 new connections, 729 post reactions and a role as host of Inside Wanhua

resultsv2

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