Social Media Project Management: A Playbook for a Successful IPO
When a company goes public, it's unique opportunity for standout communications. The moment is a culmination of years of effort, and the right messaging can amplify the impact. For Informatica’s IPO, we developed and executed a high-visibility social media campaign designed to build momentum, strengthen brand positioning, and celebrate the big day, all while ensuring compliance with SEC guidelines.
The Challenge: High-Stakes Messaging with Tight Controls
Informatica needed strategic support to develop and manage its social media content leading up to its IPO. The project required discretion—many internal team members were not yet informed of the pending announcement—while also ensuring that public messaging aligned with brand strategy and regulatory requirements.
Our Approach: Precision, Coordination, and Real-Time Execution
We led the social media strategy, content development, and execution, ensuring a seamless campaign across multiple social media platforms.
Content Strategy: We designed a multi-week content calendar that built brand-level engagement while adhering to SEC regulations. Messaging focused on Informatica’s vision, leadership, customers, and industry impact, building a strong brand presence ahead of the IPO.
Executive Coordination: Managing input from cross-functional teams, we secured CEO and executive approvals on key content. Our team handled rapid edits and real-time approvals to ensure consistency and compliance across all channels.
IPO Moment: On listing day, we executed a series of pre-planned and real-time posts, featuring behind-the-scenes moments like the NYSE bell ringing and a CEO interview on CNBC. We carefully planned and orchestrated the schedule of posts well in advance, while also adjusting on-the-fly based on what was happening in real time. Engagement skyrocketed, reaching 60 times the company’s typical daily average, with a 92% positive sentiment score.
Performance Reporting: Post-launch, we provided a visual executive summary with analytics on social media impressions, engagement rates, and campaign reach, demonstrating the impact of a well-orchestrated IPO social strategy.
The Results: A Social Media Campaign That Delivered
By combining strategic planning, executive alignment, and real-time execution, we ensured Informatica’s IPO had a strong digital presence that resonated with key audiences. The campaign drove significant visibility and engagement, reinforcing the company’s position as an industry leader.
