The Forest Road Company
Social direction and B2B campaigns for a media-finance firm, tracked and reported to senior leadership.
- Owned
- Brand social end to end: campaign concept and execution across still and video, LinkedIn paid, daily X content, the tracking layer, and the reporting that went to senior leadership.
- Team
- No reports. Sole owner of social.
- Constraints
- A B2B media-finance audience, a short tenure, and a narrow channel mix.
The Forest Road Company / B2B socialProblem
Social had to do pipeline work, not just exist. A media-finance firm needed its social presence to generate qualified leads and report up. The brief was B2B: direct the channels, run paid that converts, and turn performance into something leadership could act on.
The problem was making social accountable, conceiving and executing campaigns and proving what they returned.
System
Social run as a tracked, reported system. Still and video campaigns ran across brand channels, with LinkedIn paid and daily X content on a tracking layer that tied creative to performance.
Results became recommendations for senior leadership, so social stayed connected to business decisions instead of running as an isolated channel.
Campaign concept
Still and video.
→LinkedIn paid + daily X
Lead engine plus presence.
→Performance tracking
Creative tied to cost.
→Leadership recommendations
Reported in their language.
Decisions
Four choices made social accountable.
Direct for B2B outcomes
Built to generate qualified leads, not just impressions.
Track everything
A tracking layer tied creative to CTR, conversion, and cost.
Report up, in their language
Performance became recommendations leadership could act on.
Pair paid with daily presence
LinkedIn paid drove leads while daily X kept the brand present.
Proof
Reflection
Forest Road is the B2B social-and-reporting proof: social directed as a lead engine and held accountable to leadership. It's the side of the work where creative has to answer to a funnel and a forecast.