Established by voters, the Oklahoma Tobacco Settlement Endowment Trust (TSET) is a state grantmaking trust devoted to preventing cancer and cardiovascular disease, Oklahoma's leading causes of death. By awarding grants to schools, communities, state agencies and partner organizations, TSET works to improve the health of Oklahoma's citizens. It also funds research and emerging opportunities in the public and private sectors. TSET initiatives are addressing Oklahoma's most pressing public health issues — and creating healthier places for all Oklahomans to live, work, learn and play.
The TSET Health Leadership Campaign was designed to elevate credible voices from TSET in the realm of Oklahoma public health. The Michelle Stephens video series, part of this broader campaign, featured former TSET Board of Directors member, Michelle Stephens. These videos focused on reaching our audience on LinkedIn with credible, concise messaging about the importance of the TSET Healthy Youth Initiative and its programs.
Our objective was to increase awareness and position TSET as a trusted public health authority, with a platform-optimized strategy designed to meet and exceed LinkedIn video engagement benchmarks.
Benchmark: Achieve a 20% video view rate on LinkedIn
Secondary Benchmark: Drive traffic to the TSET website via LinkedIn videos
The Michelle Stephens video series ran during Flights #2 (10/7 – 11/3/24) and #3 (2/17 – 3/23/25) of the Thought Leadership campaign. With a professional tone and a compelling personal presence, Michelle shared clear, concise insights into why and how TSET is investing in Oklahoma’s future through the TSET Healthy Youth Initiative programs.
Strategy: We targeted professionals, community leaders and decision-makers using LinkedIn’s demographic targeting tools to maximize reach and relevance. The content was designed to stop the scroll, featuring dynamic text overlays, clean design and Michelle’s authoritative delivery.
Tactics:
The Michelle Stephens series significantly outperformed the benchmark video view rate, demonstrating the effectiveness of TSET’s platform-specific strategy. While driving site traffic was not the core objective, the additional 164 clicks underscore the broader engagement and interest generated by Michelle’s message.
The Michelle Stephens videos stood out by offering trustworthy, values-driven information that aligned with TSET’s mission. Surpassing key benchmarks and achieving a high video engagement rate, the campaign successfully enhanced awareness and trust in TSET’s work, reaffirming the role of credible storytelling on professional platforms like LinkedIn.
