Driving executive thought leadership on LinkedIn for the head of R&D of Kenvue APAC
Case study: Kenvue
Introduction
Kenvue is a global consumer health leader, responsible for personal health brands such as Tylenol, Listerine, Neutrogena, and Aveeno.
The company sought to amplify the visibility of its Head of R&D Asia Pacific, Keshan Gunasinghe, positioning him as a trusted R&D leader in the consumer health industry. This would support its long-term goal of establishing Kenvue as a leading consumer health provider for APAC’s evolving consumer needs.
Challenge
Keshan, although deeply passionate about his work, found it challenging to create high-quality, insightful content for LinkedIn due to time constraints. He needed support to generate compelling content, increase his visibility, and distinguish his presence from peers and leaders in the consumer health industry.
Services
- Leadership voice
- Executive profiling
- Thought leadership
- LinkedIn strategy & execution
- Performance-driven content
Approach
Spurwing crafted a strategic content plan focusing on both short-term and long-term objectives that Kenvue wanted to achieve. In the short term, the aim was to build Keshan’s external profile as a credible leader championing Kenvue’s innovation in products. For the long term, it’s essential to showcase how Kenvue’s products meet the needs of APAC consumers by emphasising its commitment to scientific research, understanding consumer needs, and maintaining strong relationships with healthcare professionals. At the same time, we tailored the plan to capture his unique perspective and insights while staying true to his personality.
Our approach included:
- Tone of voice session: We conducted a tone of voice session with Keshan to understand his motivations as a leader, what drives him, and any personal anecdotes that reinforce his commitment to innovation.
- Leadership profiling: We developed a tailored content strategy to highlight Keshan’s expertise and leadership in the consumer health industry.
- Content creation: Generating engaging content that aligned with Keshan’s tone of voice and professional insights, showcasing his role in championing innovation and research.
Impact
Our tailored approach yielded significant results in a year:
- LinkedIn followers grew by 20%
- An average of 141 engagements per post
- An impressive average engagement rate of 11.5%, significantly higher than the industry average of 1.2%
