Generating 1.4m views for Otta via influencer marketing and LinkedIn thought leadership
The Opportunity
In early 2022 Otta, a venture-backed job-search platform later acquired by Welcome to the Jungle, wanted to cut through a crowded hiring market and prove it could reach elite engineers and senior tech candidates more efficiently than paid social. With no dedicated brand-awareness budget and CPMs on TikTok regularly topping £40 for B2B audiences, Diandra worked as their Marketing Manager to:
Stretch limited spend into outsized reach among “ETS” (Engineering, Tech, Science) talent.
Test influencer marketing as a repeatable channel for both awareness and tracked sign-ups.
Amplify the founders’ voices on LinkedIn to build authority around equitable hiring, salary transparency and progressive work practices.
Process
1. Architecting a multi-platform influencer pilot
During her tenure at Otta, Diandra ran a successful influencer campaign where she:
Analysed audience overlap, engagement and rate cards across 60+ creators, short-listing 13 tech YouTubers, X engineers and community leaders who matched Otta’s values and niche funnel for a multi-channel campaign.
Favoured mid-tier creators over mega-influencers to keep CPM targets below £30. The final media outlay spun £30k across 32 assets.
Led a story-first creative direction, with every post framing a real job-search pain-point that positioned Otta as the fix, boosting authenticity scores called out in campaign reviews.
Shipped content on TikTok, Twitter/X, Instagram, LinkedIn and YouTube to hedge algorithm risk and surface high-impact channel-level learnings.
2. Building a CEO LinkedIn thought-leadership engine
The other core area of marketing Diandra identified and led successful campaigns in was LinkedIn, where she:
Developed quarterly content pillars and an always-green “bank of ideas” for thoughtful, impactful LinkedIn content.
Scripted hook-rich carousels, data visualisations and timely hot-takes that were optimised for LinkedIn’s latest formatting benchmarks.
Ran weekly performance reviews with the CEO, iterating tone and call-to-action placement to compound reach and click-through.
The Result
Cost-effective influencer marketing reach: 1.4 M impressions reaching Otta’s niche audience at £22 CPM, a 45% lower cost than the expected industry benchmark.
Delivered 1.2k+ tracked candidate sign-ups and 250+ job applications, demonstrating lower-funnel impact despite running brand-first campaigns.
Reached 2M views on CEO LinkedIn posts, over 15× LinkedIn’s median impression benchmark. 9-day-fortnight thought leadership content sparked national debate on flexible work, cementing Otta’s reputation as a leader in the future of work.
