SocialConnect Mobility·2024·London · Dubai
Always-on social for a fintech scaling into new markets
Two audiences. One social calendar. We stopped it being both badly.
Two audiences. One social calendar. We stopped it being both badly.
“Procurement stopped cringing at our Reels. Then they started asking for demos because of them.”
— Head of Growth, Connect Mobility
Connect Mobility is a UK-headquartered mobility fintech scaling from London into the Gulf — and by the time we picked up the brief, their social had been quietly stuck for eleven months. The problem wasn't effort. The problem was that one social calendar was trying to serve two entirely different audiences: enterprise procurement teams evaluating fleet-payments infrastructure, and end-driver consumers deciding whether to trust the app in their pocket. The result was a LinkedIn feed nobody engaged with and Reels that made procurement queasy. Echo & Ember runs always-on social for scaling B2B and DTC brands out of both London and Pakistan, and this was a textbook case of a brand that needed its channels split by intent, not by platform. Our first thirty days went into audience separation. LinkedIn became long-form insight, buyer-committee education, and B2B case studies aimed at procurement, treasury, and finance. Instagram and TikTok became driver-first — story-led, unapologetically funny, and shot in a language that a twenty-eight-year-old delivery rider would actually stop scrolling for. The system had to stay lean, so we designed a single monthly shoot day that fed every channel at once: one production day, two lighting setups, three creator talents, roughly forty pieces of raw content that our editors then cut into an entire month of always-on. Twelve months in, combined follower growth had hit 4.2x year over year across the three primary channels. LinkedIn inbound pipeline tripled. And — the metric procurement actually cared about — 27% of enterprise demo requests now cite social as their discovery channel, up from a rounding error at the start of the engagement. This is what always-on social strategy and content production for a serious B2B/DTC hybrid looks like when the studio behind it is thinking about pipeline, not vanity metrics.
Connect had two audiences — enterprise procurement teams and end-driver consumers — and one social calendar trying to serve both. The result was LinkedIn posts nobody engaged with and Reels that made procurement queasy. Follower growth had flatlined for eleven months.
We split the channels by intent, not by platform. LinkedIn became long-form insight and B2B case studies for the procurement audience. Instagram and TikTok became driver-first, story-led, and unapologetically funny. Both fed a single content system so production stayed efficient — one shoot day per month produced content for every channel.
4.2x follower growth across combined channels year over year, LinkedIn inbound pipeline up 3x, and — the metric procurement actually cared about — 27% of enterprise demo requests now cite social as the discovery channel.
