Solena Materials, a spinout from Imperial College, uses computational design, machine learning and automation to create a groundbreaking class of synthetic, protein-based fibres. These fibres are non-oil derived, customisable and high-performance. This solution offers an opportunity to revolutionise the fibre space that has been stagnant for decades.
Build a credible and authoritative online presence, tailored to a niche B2B audience.
Strengthen Solena materials’ existing network by building an engaged LinkedIn community.
Create social media content that supports sales efforts by engaging leads and facilitating conversion opportunities.
Increase visibility and brand recognition among investors, partners, and potential clients.
We began by developing a strategic communication plan with key messages to ensure our approach resonated with the target audience and addressed important statistics and sources that supported the narrative. We also drew out the critical content themes to support this communication plan.
We came up with content ideas based on the company's progress and the latest developments in its niche. They were relevant and tailored to the target audience to ensure high engagement.
To grow a LinkedIn page, it is best to be consistent, so we ensured a steady stream of content by publishing at least one post per week. Even during quieter periods when there were less company updates, we created engaging, industry-relevant content to keep the page active and provide ongoing value to its followers.
We created and managed a content plan to maintain a steady flow of high-quality content. This plan was structured in a way that enabled easy coordination and provided opportunities for feedback. As we progress, we regularly update the plan with fresh ideas to keep it engaging and relevant.
Using the key messages from our communications strategy, our team crafted post captions. We ensured the tone remained balanced, informative, accessible and free from unnecessary overhype.
We created custom templates for social media posts and used them to create engaging visuals. We also provided support with basic social media video editing, including planning, trimming, and adding captions.
We saved time by working directly with the team to ensure deadlines were met. Where necessary, we worked with external stakeholders to secure content approval.
Discovery and key message development
Following an investment round, Solena Materials needed a digital presence to engage potential partners, customers, and investors. We quickly identified that their messaging was overly technical and inaccessible. Following an in-depth discovery process, which included stakeholder interviews and desk research, we created a clear communications strategy, with target segments and key messages, to effectively communicate Solena Materials’ value proposition to different target audiences.
Marketing asset design
Solena materials already had some existing branding elements such as a logo, font and rough colour palette. To prepare for social media content creation, our team expanded Solena’s visual identity and designed new social media templates for graphics and videos.
Content planning
We crafted a content plan based on Solena’s upcoming plans and opportunities to maintain a consistent flow of engaging content. In quieter periods, we used industry updates from a pre-approved source list, providing an opportunity for thought leadership and industry commentary.
Ongoing posting and support
With Solena Materials’ approval of the content plan, we moved into the full content creation process from writing posts to designing graphics and editing video content. Solena’s team only needed to provide feedback and sign-off before publishing, keeping the time commitment needed from them to a minimum. Since then, we’ve continued regularly publishing new content, growing Solena’s following, engaging with commenters and continuously expanding the content plan and key messages.
“Over the last eight months, Adopter has been supporting us with content marketing for Solena Materials' LinkedIn. During this time, Adopter's work increased our company profile, helped us connect with contacts, and get recognised at events by potential customers, partners, and investors. The support also helped catalyse new business opportunities, such as VCs enquiring about potential investment in our company.
Before starting our work with Adopter, Solena's team did not have the resources to post regular content. We lacked a consistent strategy and messaging that would explain our technology to potential customers. Adopter took us through an end-to-end complete process that fixed these issues. They started by developing effective key messages and social media assets (e.g., templates) tailored to our market. The Adopter's team then prepared an agile content plan. It featured a mix of company updates, industry news, and thought leadership content to ensure we can post a steady stream of high-quality, engaging pieces. Since then, they've been regularly creating and posting new content on our channels. The process is very time efficient, requiring only minimal inputs and oversight from our side.
Throughout our work, Adopter have met their deadlines and been very responsive. They communicate well and quickly. They're also open to feedback, constantly tailoring the work to our needs. Overall, Adopter have proved to be a trustworthy, reliable marketing partner. They'll be a great fit for other scaling green-tech and engineering biology start-ups needing clear and effective messaging and wanting to grow their LinkedIn presence”
