Francis Zierer
Ghosting as Shane Hegde, Air’s CEO & Co-founder, on LinkedIn
I promise: it’s always about selling.
In September, 2021, Air was gearing up for a fundraising round. CEO Shane Hegde had 3,000 followers on LinkedIn and wanted to increase that number and gin up attention among potential investors and customers. He gave me the keys to his account and I set to work writing daily posts and sending hundreds of DMs about and to our then-audience of DTC marketers and founders.
Besides drawing attention, the bigger goal was to get people on calls so Shane could pitch them on Air.
Over the course of my work on Shane’s LinkedIn, posts I wrote:
-
Garnered some 9,000 engagements
- Grew Shane’s following by around 400%, from 3,000 to just under 15,000
- Generated some $1.2M in sales pipeline, of which we won some 20%
Role: Social Media Strategist, Copywriter
When: 2021–2023
Company: Air
Here are a few of my favorite posts: the story of Owl’s Brew, a video I made pitching Olipop (they did take the call), and the release of Season 2 of our series Out to Lunch.