WashU Olin Business School

Leadership Perspectives YouTube Video Campaigns


WashU Olin is one of the premier, top-ranked business schools in the world. As with many organizations in 2020, WashU Olin had to take a look at their Leadership Perspectives event operating procedures and determine the best and safest approach for their intended audiences- potential MBA students and candidates. The Leadership Perspectives events are speaking engagements focused on a variety of leadership-oriented topics, hosted by some of the best and brightest leaders in the world.


In order to accommodate a new approach, the Leadership Perspectives events needed to go virtual. While in-person events offered a great way for speakers to interact with attendees, the virtual approach opened an entirely new channel to reach and engage with prospective students/attendees by catering relevant content directly to them.


Requiring a new way to market and promote the Leadership Perspectives event, G/L developed and created a series of YouTube video campaigns for each unique virtual speaking engagement. Utilizing behavioral and content targeting parameters, our YouTube video campaigns engaged with prospective MBA students with Google’s unique Tease, Amplify & Echo messaging approach, enabling us to tell a longer story in shorter pieces and reach only the most interested viewers. G/L concepted, developed scripts and created a series of :06 bumpers, :15 spots, :30 spots and long-format spots (1-2 minutes). All four campaigns were exceptionally effective and not only fostered a large attendance, but ultimately developed numerous leads for prospective MBA candidates. The highly targeted YouTube campaigns generated a 12.23% conversion to registration rate, ultimately accounting for 21% of the total number of attendees at the Leadership Perspectives speaking engagements.


All three campaigns (the fourth and final is in progress) have been highly effective and not only fostered a large attendance, but ultimately developed numerous leads for prospective MBA candidates.


Power In Plain Sight Campaign


Horse owners often feed multiple kinds of supplements that all look the same in the bucket. Manna Pro wanted to introduce a new supplement to the market that had all of the nutritional aspects for performance, but with the appealing attributes of a treat. Two products were being introduced and needed marketing support: Replenish, a supplement designed to rehydrate your horse after a challenging workout, and Radiance, a supplement formulated to support a healthy coat and hooves. A key differentiator of these products is the unique shape of each supplement. After each feeding, these unique shapes easily indicate to the horse owner what their horse has or has not eaten.


Geile/Leon was challenged to create awareness and consideration of the new AccuBites supplement by developing a visual look/feel that incorporated brightness, high energy and vibrancy into the executions to cut through the clutter on crowded social media channels. Building off of the unique shapes of the supplement, G/L concepted and developed the “Power in Plain Sight” campaign, making it easy for consumers to see what makes AccuBites stand out from other supplements.


The AccuBites campaign is still underway, but so far it has been a top-performing campaign with a tremendous amount of shares and high engagement on social platforms. G/L is excited to support this successful launch and support Manna Pro’s sales objectives for the new product line.

Lincoln Electric

Retail Website & Social Media Management


Lincoln Electric manufactures equipment and consumables used by the welding and metalworking-related industries. A trusted brand among professionals, their products are sold through an international network of industrial gas distributors.

Lincoln Electric also has a robust retail presence. DIYers and small contractors can find high-quality, professional equipment and consumables online and on the shelves of retailers all across the nation. We work with Lincoln Electric to help retail customers put the “pro in their projects.”

Geile/Leon proactively developed a strategy for Lincoln Electric retail after identifying an opportunity in the social media environment within the DIY/small contractor retail category. We recommended a strategic plan to engage their target audience and build an online community that would compete and hopefully surpass the social following among Lincoln Electric retail’s competitors.


First, we created thematic language that would communicate in a memorable way that Lincoln Electric products that are has high performing as their trademark industrial line, but with features and usability well suited to DIYers and contractors. Next, we created a landing page inviting the target audience to “put the pro in your project.” We also launched social media channels for Lincoln Electric retail, using content produced in-house, including video and graphic elements, to fortify our initial growth strategy.

We also implemented an email list growth strategy and continue to develop promotional giveaway contests each month. These help to promote products, and entrants who choose to opt in are added to the database to receive monthly emails. The giveaways also contribute to the overall social media performance and significantly grow the social media audience.


Lincoln Electric retail social media channels continue to outpace competitors in growth and engagement. With so many brand options in the retail category, it is critical to keep the audience engaged with added value like knowledge and skills development, as well as community building, to support sales growth.

Overall, each of the three Lincoln Electric Retail’s social media platforms managed by Geile/Leon consistently performs well above the industry’s 1% benchmark for engagement and even further above the average of 0.5% to 0.99% across all industries.

To see how the channels are performing, please visit the website and click on the social media links: www.lincolnelectricretail.com