For The Drivery: A social media strategy with 50%+ follower growth
Overview Success Story
The Drivery is the open marketplace and ecosystem for mobility innovation in Berlin. Together with The Drivery, Deep Blue Growth developed a LinkedIn content strategy in a three-step co-creation process: baseline analysis with competitive benchmarking, a team workshop to define content focus, and prioritization into a 12-month roadmap. The result: 13 content pillars with clear audience and ICP fit, and a roadmap targeting more than 50% follower growth.
follower growth
month roadmap with monthly milestones
content pillars scored and prioritized
Challenge
Standing out in a crowded mobility ecosystem
The Drivery operates in a busy ecosystem of mobility innovation hubs and accelerators. Competitors range from large global players like StationF (165k+ LinkedIn followers) and EIT Urban Mobility (47k) to peers like Cambridge Innovation Center and Factory Network. The Drivery needed to claim a distinctive voice in this competitive landscape, both visually and editorially.
Going from ad hoc posting to a system
LinkedIn activity at The Drivery was inconsistent: roughly two posts per week, focused on partnership announcements and team news. Visual language varied across posts, no defined tone of voice was in place, and there was no systematic approach to content topics, formats, or publishing rhythm. Engagement reflected this: 0 to 4 comments per post, impressions between 200 and 2,000.
Turning LinkedIn from visibility into a growth channel
Awareness had been identified internally as the top priority for the company’s LinkedIn page. That meant LinkedIn could no longer function purely as a visibility surface. The challenge was to evolve it into a channel that compounds reach and converts attention into qualified business conversations.
Approach & Work
A three-step co-creation process from baseline to roadmap
Deep Blue Growth started with a baseline analysis of The Drivery’s LinkedIn page and benchmarked seven peers in the mobility innovation space. We then ran a one-day team workshop on content focus areas, defined three Ideal Customer Profiles and consolidated everything into a prioritized 12-month roadmap with clear monthly publishing cadence.
13 content pillars scored on six dimensions
Each candidate topic was scored on six dimensions: estimated impressions, fit with The Drivery’s value proposition, fit with each of the three ICPs, and ease of production. The output: 13 prioritized content pillars with clearly defined monthly publishing frequencies, plus an operationalization plan covering content calendar, approval workflow, ownership, and a weekly cadence of strategic alignment.
Results
53% follower growth as a 12-month target
From the strategy emerged a roadmap that scales from 5,789 to 8,860 followers in 12 months, exactly 53%. Six concrete growth levers are mapped to specific monthly contributions: manual and automated invites, organic content, content partnerships, LinkedIn Follower Ads, and Job Posts. This makes clear where growth comes from and where to recalibrate if signals shift.
12-month roadmap with monthly milestones
Rather than a strategy on paper, the result is an implementation-ready roadmap with quantified monthly steps, defined publishing frequency per content pillar, clear accountability, and a weekly strategic sync. What Natalia describes in her feedback as a ‘structured way of working’ is translated here into a practical weekly and monthly operating rhythm.
13 content pillars scored and prioritized
Instead of posting from instinct, content flows from 13 cleanly defined pillars, each with clear audience and ICP fit and a defined monthly cadence. This gives The Drivery team a content map that secures consistency, tone of voice, and recognizability on LinkedIn.
Natalia Bahancova
Head of Marketing & Public Affairs
The Drivery
Highly recommended! I worked with Deep Blue Growth and could not be more satisfied! From the very first meeting through preparation, execution, and strategic advisory – everything was first class. What impressed me most was their structured way of working and how individually they addressed my needs. A highlight was the team workshop on LinkedIn strategy, which was praised by the entire team. And we saw positive results within a very short time.