Where it began
The client — the owner of the Brutal Choco chocolate company — had a powerful family-business story and a truly unique product. But his LinkedIn account was sitting idle. Our brief was to build the profile from the ground up, find the right audience and start communicating the brand's values and story consistently — to grow a community and drive relevant traffic to the e-shop.
Our solution: a three-phase strategy
We split the strategy into three main phases. Before we published a single piece of content, it had to have the maximum possible reach with the right target audience.
1. Profile optimisation
We reworked the account right from the start so it looked professional and instantly communicated what the client does. We designed a custom header banner, uploaded a high-quality profile photo and filled out the profile completely — appealing to visitors and to LinkedIn's search algorithms alike.
2. Building the audience
We didn't want to be posting content into the void. So before the first post went out, we started building a network of connections that made business sense:
- People from Bruntál and the surrounding area — the local community around the brand
- Marketing professionals — they appreciate a good brand and often buy premium products
- Café owners — potential B2B partners for Brutal Choco
By the time we started publishing, we'd built a base of around 250 relevant connections.
3. Storytelling and content creation
Authenticity is the foundation of success on LinkedIn. Instead of a hard sell, we chose to tell the client's story.
We walked through the client's entire history with him — what he did before founding the brand, how Brutal Choco came to be, the bright and the dark moments of running a business, and the reality of building a family company.
From an in-depth interview we produced a transcript, and from it we extracted material for 30 compelling posts. For each piece of copy we picked the right photo and placed a punchy text hook straight onto the image — the kind that stops a user mid-scroll.
Results: explosive growth in both reach and conversions
We started publishing in February. By the end of March, 14 posts were live. The combination of a strong personal story, a well-targeted audience and visual hooks worked beyond expectations.
| Metric | First post (mid-February) | Latest post (end of March) | Growth |
|---|---|---|---|
| Impressions | 9,000 | 70,000 | +677% |
| Profile visits | 76 | 591 | +677% |
| Clicks to the e-shop | 11 | 467 | +4,145% |
| Unique reach | 5,808 | 48,000 | +726% |
The number of connections grew from the initial 250 to more than 700. Posts pull in dozens of comments and hundreds of reactions — building an active community around the brand.
Key takeaways
Story sells better than advertising. Authentic storytelling about the entrepreneurial journey resonates on LinkedIn far more than classic product content.
Audience first, content second. Building a targeted network of 250 connections before the first post meant the content never landed in a vacuum.
Visual hooks stop the scroll. Photos with punchy text baked right into the image dramatically boost engagement and reach.
Bonus: repurposing across other networks
To squeeze the most out of every piece of content, we simplify the LinkedIn posts further and carry their core message into carousel formats on the other social networks. That gives the client consistent communication across platforms with minimal extra effort.