PORTFOLIO
CASE STUDY
Client:
Industry:
Location:
Year:
P3 Project Pte. Ltd.
Engineering Services
Singapore
2023 – 2025
Content Marketing on Linkedin
CONCEPT TO EXECUTION FOR ENGINEERING COMPANY
We were engaged to produce content for a Singapore-based, SME-scale engineering company between the period of May 2023 to Sep 2025. The result was an organic build-up of followers from 30 to 500 in 17 months, without paying for LinkedIn advertising.
* All content on the client’s LinkedIn account published after Oct 2025 are not created and managed by Estab Brand Services, Estab Business Consulting Pte. Ltd. and its affiliates.
Scope of Work
– Content Planning (Quarterly) & Post Schedule
– Scripting & Storyboarding
– Shooting & Post-Edit of short videos
– Copywriting for photo/graphic posts
– Response to channel messages
– Respond to post replies
– Metadata research for targeted tagging
– Monitor stats & adjustment of content
– Respond & create content for impromptu events
The Challenges
Industry Knowledge
The client is a Singapore-based process engineering company targeting to pivot and focus its resources into servicing the pharmaceutical industry. It is a highly technical, specialized field where knowledge & understanding of engineering and pharmaceutical industry is necessary to produce quality content.
Targeted Reach
With an ambition to reach out to companies in Europe, content needs to align with that of Europe’s “language”. Opinions that are relatable by Europeans audience is key to relevancy of content. Paid advertising allows for targeted delivery of content but follower count for the client’s account was too low at the beginning.
An Experimental Endeavor
LinkedIn is the right channel to reach out to European & American companies, but it is not typical for SME-scale engineering companies in Singapore to invest in it. Channel is intended for job opportunities. Project needs to be benchmarked as a corporate exposure and positioning effort.
Content Strategy
Consistency
Quarterly-planned and scheduled content production to ensure consistency in post frequency.
Consistency builds engagement from target audience and increase impressions over platform.
Relevance
Content are educational, informational and opinionated with relevance to the industry that the client is targeting. Seek to position client as a Subject-Matter Expert or Key Opinion Leader instead of selling services.
Metadata is a crucial part of the strategy.
Concept
A good mix of content format allows for insight into performance, specific of the industry.
Good production which considers scripting, concept & execution and post-edit help differentiate from competitors.
Feature Videos
Designed to introduce the client and the key leadership roles to the market without looking like a corporate video.
Together with the client, we crafted series of short videos featuring members of the company sharing opinion, projects and experiences related to the industry, and larger concerns such as manpower shortage and environment.
Scope of work:
– Discuss & finalize script
– Video Shooting & Post-Edit
– Post Description
Graphic Content
Some messages are delivered through eventful photo or infographic artwork. Depending on context, photos and infographics may deliver key messages faster and more effectively as audience might not have the time for a video.
Scope of work:
– Artwork creation for infographics according to schedule
– Standby to write & post for unplanned events within stipulated response time
Other Videos
Content should not be hard-selling any products or services, and should seek to engage the audience by building a relationship by association. videos designed to share industry-related knowledge and experiences are produced to help engage audience in a matter of interest or familiarity to them.
Scope of work:
– Artwork creation for infographics according to schedule
– Animated Gif
– Standby to write & post for unplanned events within stipulated response time
Articles
Some posts are linked to an editorial about a Press Release or article of interest for interested parties to find out more details. Articles are a necessary aspect to marketing on LinkedIn as audience are mostly professionals who seek official numbers and information that goes beyond the summarised description on social media.
Scope of work:
– Copywriting according to type of content; Knowledge-sharing, press release, annual report, CEO’s message etc.
– Source & create graphical illustrations and images to support editorial
– Publishing on LinkedIn, website and other downloadable formats
Client:
Industry:
Location:
Year:
P3 Project Pte. Ltd.
Engineering Services
Singapore
2023 – 2025