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Thinking small

As social agency for engineering giant Arup, our role spanned brand strategy to community management, distilling highly technical reports into immersive, in-feed ‘micro thought leadership’, boosting engagement and referral traffic

A social challenge

As the big brains behind some of the world’s most iconic buildings, Arup was not short of compelling true stories – indeed, the thought-leadership reports produced by the engineering giants had long been seen as key to lead generation. However, despite significant follower numbers, engagement on social channels was low and referral traffic to a shiny new digital home for those reports were minimal.

A new approach

Our strategy was to persuade Arup that short-form didn’t have to mean shallow. We mined deep thinking for the hidden headlines and human angles that would engage on social. We then leveraged native formats on key channels to create immersive stories that felt rewarding in-feed and also increased intrigue for the full report. The result was a 40% increase in social engagement and a 15% rise in overall site traffic. More importantly, because this referral traffic comprised qualified leads, 1 in 3 visitors downloaded a report, leading to valuable data capture.

A digital bridge

Arup was admired for its real-world engineering solutions but faced increased competition from consultants for its digital expertise. By running stakeholder workshops, we were able to break a two-year internal impasse and create consensus around a new digital services blueprint. This new brand was launched with a category-challenging video that used the concept of flow to fuse digital and physical worlds.

Arup social

Shaping tomorrow'

Shaping the connected world video