Global children’s rights charity Plan International had appointed a new global CEO, Reena Ghelani. Prohibition was asked to build her leadership voice across LinkedIn, BlueSky and X – reaching younger, engaged audiences alongside the institutional stakeholders the charity relies on.
Create
We started by defining what a credible CEO voice sounds like. Using our internal framework, a series of CEO briefings and social listening, we set Reena’s tone of voice, her channel mix and the content pillars her posts would sit within — so every post had a clear reason to exist.
Engage
We built and ran a thought leadership programme across LinkedIn, BlueSky and X, putting Reena’s perspective in front of new audiences rather than just her existing ones. Every post was tracked in ProInsights, our own measurement tool, so we could see what landed and shift the content plan accordingly.
Convert
All KPIs were met and exceeded, with growth across post frequency, engagement, reach and follower numbers.
- 20% increase in post frequency
- 2% engagement rate
- 5% increase in reach
- 12% follower growth
