Thought leadershipLinkedIn strategy

Vilnius University Business School

Two years of visually compelling content, ongoing ad campaigns and community-focused posts — positioning VU Business School as a top choice for higher business education in Lithuania, in a consistent and recognisable voice.

~40%LinkedIn follower growth
25Ad campaigns launched
6.5×More impressions from paid than organic
Client

Vilnius University Business School

Lithuania

Sector

Higher business education

What we did

LinkedIn strategy. Content creation. Ad campaigns. Community building. Cross-platform adaptation. Visual booklet.

Running since

October 2023

Ongoing

01The challenge

A business school
inside a university's
shadow.

VU Business School had to make its own space in a competitive business education market — attracting people looking for higher education in business, and building a community of prospective students who identified with what the school specifically offers.

That meant a strategy for two things at once: a stronger brand identity, and the right audience actually paying attention to it.

02Approach

Four things,
every week,
for two years.

  • Content creationEngaging, visually consistent posts built against the school's own goals for awareness and community.
  • Ad campaigns25 campaigns over the partnership, planned alongside the organic calendar rather than bolted on.
  • Community buildingTailored content aimed squarely at prospective students, so the following that grew was the right one.
  • Beyond LinkedInCampaigns adapted for other platforms, plus a small visual booklet supporting the wider branding effort.
Four VU Business School LinkedIn post designs in purple and gold, covering the global community space, faculty partnerships, an MBA programme and a scholarship opportunity
Post creative — one visual language across programmes, events and community news.

03Results

Two years in,
still compounding.

The partnership began in October 2023 and is ongoing. Reach, engagement and follower growth have all moved, but the number that matters most to a business school is the last one: qualified people arriving on the website.

~40%Growth in LinkedIn followers
6.5×Impressions from paid versus organic
25Ad campaigns delivered
~2,000Page visitors driven by targeted campaigns
A wall of VU Business School social posts in purple and gold beside the school's LinkedIn company page on a laptop
Two years of output, and the page it built.

04Why it worked

A clear, independent voice — not the university's, and not the category's.

The project was unusual in that the brief was to elevate a brand identity, not to chase enrolment numbers directly. Consistent creative plus deliberately planned campaigns did both.

It's a straightforward demonstration of what a well-executed social strategy does in higher education, where targeted engagement and community building produce results you can actually count.

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