Content Strategy | Analytics-Driven Growth | Platform Optimisation

As part of my role at REMA TIP TOP Australia, I developed and executed a targeted strategy to revitalise and grow the company’s LinkedIn presence — transforming it from a passive page into a high-performing engagement channel for both brand awareness and employer branding.

Objective:

Establish REMA TIP TOP as a leading voice in industrial innovation, safety, and service excellence on LinkedIn, while growing our professional network and increasing content performance.

Results (12-Month Period):

• +1,380% increase in new followers

• +1,286% rise in page impressions

• +112% growth in engagement rate

• +3,951% increase in page clicks

Strategy Overview:

To drive this transformation, I implemented a multi-tiered approach that combined content quality, posting consistency, and audience insights.

Key Initiatives:

• Content Calendar Creation: Designed a structured content plan that included service highlights, product education, CSR stories, and internal culture

• Visual Consistency: Branded all LinkedIn graphics and animations for a recognisable visual identity

• Engagement Hooks: Wrote captions that encouraged clicks, reactions, and conversations — not just impressions

• Analytics Review: Regularly monitored post metrics, adjusted formats and timing based on high-performing patterns

• Cross-Promotion: Integrated LinkedIn content with internal newsletters and branch-level initiatives to drive visibility

Example Campaigns Included:

• Pride Month and Reconciliation Week brand activations

• “Product of the Week” and safety shares

• Trade event coverage and service showcase reels

• Employee recognition and recruitment spotlight posts

Impact:

The campaign repositioned REMA TIP TOP as a forward-thinking, people-first brand within the industrial sector — attracting new followers, increasing industry interest, and improving internal visibility of marketing efforts.

It also proved that with the right balance of data, design, and storytelling, even niche B2B brands can thrive on professional platforms like LinkedIn.