For one intense week, the world’s eyes turn to Davos as global business and political leaders convene at the World Economic Forum’s Annual Meeting to address the most pressing global challenges. Marsh’s delegation represented its diverse businesses, hosting events where senior leaders and experts shared perspective-shaping insights.
Our social media campaign aimed to amplify these exclusive insights, transforming conversations from the few leaders at the event into impactful stories for global leaders not in attendance. The primary goal: increase brand awareness and deepen affiliation with Marsh—made all the more complex as this was the first major event under the new Marsh brand identity following a recent name change and brand overhaul.
The challenge was substantial. Competitors and other B2B brands fiercely vied for space in crowded social feeds. To cut through this noise, we developed a highly creative, more relatable social-first campaign that leveraged every organic lever—from live event coverage from our brand accounts to authentic and relatable content via executive advocacy.
While many competitors talked about AI, we strategically embedded AI-driven elements directly into our content to connect the outside world to the unique energy of Davos, capturing attention and curiosity. This innovative use of AI and integrated campaign helped us elevate Marsh’s visibility and deliver engaging content that resonated deeply with audiences.
This strategic and innovative approach successfully elevated Marsh’s visibility, delivered engaging and authentic content, and strengthened brand recognition on a global stage during a pivotal moment for the company.
Our approach started with solid best practices—but that was just the beginning. We dove deep into the previous year’s results, studied competitors, and aligned with business objectives before brainstorming how to leap even higher.
The first challenge? We had already smashed last year’s numbers despite LinkedIn’s algorithm cutting reach by around 15% year-over-year. Plus, while competitors came armed with full social media studios, we were a lean, agile team—less gear, fewer people. So, the answer wasn’t in producing more content or bigger productions; it was in being smarter and more creative.
The shift had already begun, and 2025 was a pivotal year at Davos: the audience craved less polished and more ‘in-the-moment’ content. Senior leaders were embracing social-first approaches, and the Davos crowd was consuming and creating content differently—authentically and on the fly. We wanted to lean into that in 2026. On the flip side, content fatigue was real—the market was flooded with the same tired video formats and recycled storytelling. That’s where our big creative leap came in—AI, which, as you can imagine for a conservative B2B, was a significant step.
Embedding AI into our video intros was a game changer—but no walk in the park. We faced mountains of trial and error, running numerous carefully crafted prompts late into the night because we understood the critical timing needed for event content. Our goal was to create attention-grabbing, fresh openers that would stop the scroll and hook viewers—without falling into the trap of “AI slop,” which would have killed authenticity.
Beyond the tech, we forged strong partnerships with LinkedIn editors, prepping and briefing our delegation on the ground to ensure our content was too compelling to ignore. We planned a two-beat approach, mixing live, in-the-moment content that was engaging with thought leadership. This collaboration and approach helped bolster our organic reach and engagement.
Finally, Marsh’s unique strength—our combined expertise across risk, reinsurance, capital, consulting, and a footprint spanning 130 countries—allowed us to execute a perfectly coordinated, integrated campaign. We harnessed every organic angle to deliver global impact with a lean, nimble team.
This mix of smart strategy, bold AI innovation, and collaboration helped us not just rise to the challenge of year-on-year increased reach but to do so with resonating impact.
The campaign delivered outstanding results, surpassing our ambitious year-over-year goals. Organic impressions soared to over 1.2m—a 66% increase compared to the previous year. Social media engagements grew by almost 200% to reach 94k demonstrating a remarkable boost in audience interaction.
Our engagement rate steadily climbed year after year, rising from 3.8% in '24, to 5.5% in '25, and reaching an impressive 8.0% in '26—effectively more than doubling in just two years. This reflects the campaign’s strong ability to connect with and resonate among target audiences.
Furthermore, that resonance was confirmed by our AI-enhanced approach, resulting in over 225 hours of video watched—a 32% increase. For like-for-like videos created for the same event in 2025, average watch time increased by 50%, and total watch time rose by 55%.
Our focus on delegation content paid off, with content going viral within their respected communities. Pairing light-hearted, in-the-moment content in-between thought leadership helped expand brand awareness and maximize reach and we had 13 features in the LinkedIn news round-ups, up 38% YOY.
Employee advocacy and an integrated ecosystem generated over 371k impressions alone with 1k content shares, driving 18k engagements.
Our strategic approach as first movers—entering the feeds early while competitors backloaded the week—also contributed to the strong results. We were proud to be one of the few to infuse AI into live, quick-turnaround videos.
These results demonstrate an elevated brand presence and strengthened audience affiliation, setting a new benchmark for social media performance at one of the world’s most influential business events.
