Case study
How O Beach turned a founder's profile into 50 million brand impressions
O Beach came to us to turn their founder's profile into a commercial asset. A founder-led LinkedIn content programme drove more than 50 million brand impressions and added 26,000 followers.
Headline figures
- 50M+
- Brand impressions generated
- 26K
- Followers added to founder accounts
- 6 months
- Project duration
About O Beach
- What they do
- Beach club and hospitality brand
- Industry
- Hospitality
- Headquarters
- Ibiza
- Engagement
- Content, Strategy
TL;DR
O Beach is one of the most recognised hospitality brands in Ibiza. The recognition stopped at the island, and founder Tony Truman's public profile was not working as a business asset. noticed. built a founder-led content programme around Tony and ran it to a deliberate publishing rhythm.
- Reach: more than 50 million brand impressions and 26,000 new followers in six months.
- Positioning: O Beach moved from a venue people knew in Ibiza to a brand discussed in business circles.
- Note: the reach figure counts Tony's full social footprint, not LinkedIn alone.
Challenge
Famous on the island, unknown off it.
The venue was full and the culture was strong. Tony had the public profile and the story. Neither was doing anything commercially, because the audience they reached was the audience that already came.
A hospitality brand with a founder this recognisable has an unusual asset and an unusual problem: the reach exists, it is simply pointed at consumers rather than at the people who could do business with the brand.
Writing for the wrong audience, on purpose
The content was written to earn reach among business audiences rather than hospitality ones.
That was the decision the programme turned on. Content about running a beach club reaches people who like beach clubs. Content about operating a venue at that scale — the decisions, the staffing, the economics — reaches people who run businesses.
- Personal storytelling, because a founder with a genuine story has something no competitor can copy.
- Operating lessons from running a venue at scale, which is the part a business audience finds genuinely useful.
- Cultural commentary, giving the account a point of view rather than a promotional feed.
The publishing rhythm
Consistently rather than constantly.
Reach at this level is a function of rhythm more than any individual post. Publishing to a deliberate cadence teaches the platform that the account holds attention; publishing in bursts teaches it the opposite, and the posts that would have worked are the ones that suffer.
Six months of that rhythm is what produced the figures below, not any single piece.
Results
Six months of founder-led content. The reach figure counts Tony's full social footprint rather than LinkedIn alone, which is worth saying plainly.
- Reach
- More than 50 million brand impressions.
- Audience
- 26,000 new followers added to the founder's accounts.
- Positioning
- From a venue people knew in Ibiza to a brand discussed in business circles, with the founder's profile carrying the conversation.