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Powering Executive Influence
AGL’s executive-led Thought Leader Ad earns 10x targeted reach and 2x engagement rate
AGL operates Australia’s largest private electricity generation portfolio within the National Electricity Market, supplying energy to around 25% of households. Proudly Australian for more than 187 years, AGL’s corporate digital strategy directly supports how they tell their transformation story, strengthen their reputation as a leader in energy transition, and demonstrate how they are powering Australian life.
THE CHALLENGE
While exploring new and authentic ways to achieve this, AGL decided to trial LinkedIn’s Thought Leader Ads with their executives —eventually generating one of the most successful clickthrough rates for any AGL thought leadership related ad.
THE SOLUTION
AGL began its journey with Thought Leader Ads by trialling ads fronted by their Executive Team.
The perfect opportunity presented itself when AGL Energy’s Chief Customer Officer Jo Egan travelled to one of the first-installed public charging stations in Sydney’s inner-west district as part of AGL’s new partnership with Plus ES. Having full control over their ad spend and being able to track results along the way was also important to AGL.
With the success of the trial, Thought Leader Ads have now earned their place in AGL’s corporate digital strategy. The team intends to continue leveraging their employee ambassador programme, along with executive voices, to grow their brand reach and engagement on LinkedIn.
THE RESULTS
AGL’s Thought Leader Ad by Chief Customer Officer Jo Egan achieved:
10x
3x
2x
greater reach vs Egan's LinkedIn connections
more post interactions vs Egan's average organic performance
higher engagement rate vs Egan's average organic performance
We were looking for new ways to amplify AGL’s story with greater impact, while continuing to grow our engagement and reach. LinkedIn’s Thought Leader Ads have helped us to achieve all three outcomes.”
Grow your business on LinkedIn
At AGL, we believe energy makes life better. That’s why we’re passionate about powering the way Australians live, work and move. Like you, we believe that the world is going through extraordinary challenges. We don’t shy away from the tough questions and we consider the answers carefully. We work in partnership with our customers and communities, and take action to shape a better future for all. As life changes, we join the change, constantly evolving over 185 years. Today we bring all that know-how to transform how Australians produce, share and consume energy. We’re investing in new ideas, partnerships and infrastructure – renewing and expanding our portfolio of sources and products to help make them more sustainable, reliable, affordable and useful. We’ll continue to innovate in energy and other essential services to enhance the way Australians live, and to help preserve the world around us for future generations.
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Headquarters: Sydney, NSW | No. of Employees: 1,001-5,000 | Industry: Utilities
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