Case Study
Agence France-Presse (AFP)
Scaling a global newsroom's voice—306% engagement growth on AFP's LinkedIn
01—Challenge
One of the world's largest news agencies, speaking to a global, bilingual professional audience on LinkedIn—with engagement plateauing on routine content. [Confirm/adjust from your content block.]
02—Approach
Bilingual English/French content built around AFP's journalism and people, with a targeted campaign designed to lift both reach and interaction—measured against the account's own baseline. [Confirm/adjust from your content block.]
03—Results
+306% engagement on the targeted campaign
Growth on the targeted campaign, relative to the account's routine content. Bars are on a scale from 0% to 350%.
Beyond content: crisis communications
While I was at AFP, the agency sued X (formerly Twitter) over violations of neighbouring rights. The press release was written in French, and I helped translate it into English for direct release to the North American market—where X is headquartered—ensuring a legally precise, high-stakes announcement landed accurately for an English-speaking audience.