A perfect storm of change and opportunity
Every successful campaign starts with a moment of realization. For us, that moment came at the intersection of brand transformation and a rapidly changing social media landscape.
As Finastra introduced its new positioning, “Innovating Finance Together,” we knew it needed to be brought to life beyond messaging decks and internal conversations. It had to come through consistently across every external touchpoint, especially on social media, where our audiences engage with us in real time. Sibos, the world’s premier financial services event, presented the perfect stage to make that happen.
At the same time, we were facing a significant industry challenge: social media algorithms were shifting dramatically. Organic reach for company pages was declining, with some reports indicating drops of up to 60% to 66%. Traditional brand-led content was no longer enough to capture attention or drive meaningful engagement.
This combination of factors pushed us to rethink our approach. It became clear that delivering impact would require a more intentional, audience-first strategy. That meant focusing on three key principles: humanizing our brand through real people and authentic voices, creating bold and unexpected content designed to stop the scroll, and activating our employees as powerful advocates to extend reach and credibility. With those pillars in place, the foundation for our Sibos campaign was set.
Turning a brand message into a living, social-first experience
The core idea behind the campaign was simple but transformative. Instead of talking at our audience, we wanted to bring them into the experience of Sibos through people, stories, and energy. We built the campaign around a social-first storytelling approach that placed human connection at its center. Rather than relying on static banners or overly polished corporate visuals, we focused on dynamic, video-led content that showcased real experts, real conversations, and real moments from the event.
Two flagship video series became the backbone of our content strategy. “60 Seconds at Sibos” delivered quick, insightful takes from industry experts, making complex topics accessible and engaging. “Sibos Shorts” captured the atmosphere of the event, offering bite-sized, high-energy content that brought the audience closer to the action. A dedicated host added continuity and personality, guiding viewers through key themes and moments.
To complement this, we introduced a bold creative element designed to cut through the noise. Fritz, our Finastra mascot, was brought to life using AI for social content and then transformed into a physical presence at the event as a cuddly dog plush toy. Fritz quickly became more than a visual asset. It became a conversation starter, a social driver, and a symbol of the campaign’s playful yet purposeful spirit.
Equally important was our approach to advocacy. We recognized that in today’s social landscape, credibility is built through personal voices, and therefore, by empowering our employees and senior leaders to share content with their own networks, we extended our reach in a way that felt authentic and credible.
Together, these elements created a campaign that felt human, energetic, and distinctively different from traditional B2B marketing.
From concept to reality: bringing the campaign to life
Bringing this vision to life required close collaboration across teams and a clear focus on execution excellence. Our social media strategy centered on LinkedIn, X and employee advocacy through Oktopost, with LinkedIn as the primary channel given its importance for reaching senior decision makers in financial services. Every piece of content was designed with a specific purpose, whether to build awareness, drive engagement, or encourage meeting bookings at Sibos.
Video played a leading role, supported by a mix of carousel posts and image collections that captured key moments from the event. This combination allowed us to maintain variety while ensuring consistency in messaging and visual identity.
Employee and executive advocacy was a critical component of the campaign’s success. Using Oktopost, we curated ready-toshare content tailored for colleagues across the business. We made participation easy, engaging, and rewarding. Gamified competitions encouraged friendly rivalry, while special edition fan kits added a tangible incentive. Training sessions and ongoing support helped employees understand the personal branding benefits of participation, turning them into confident and enthusiastic advocates.
Fritz also played a central role in bridging the online and offline experience. At Sibos, attendees could interact with the mascot directly and participate in a LinkedIn competition. By taking photos with Fritz and sharing them on social media, participants not only entered to win prizes but also amplified the campaign organically. What started as a creative idea quickly became a viral moment on the event floor, driving both engagement and visibility.
Behind the scenes, the campaign was fast-paced and highly dynamic. Capturing and publishing content in near real time required agility, coordination, and a willingness to adapt. But that energy was precisely what made the campaign feel authentic and alive.
Driving measurable impact where it matters most
The results of the campaign demonstrated the power of combining creativity with strategic execution.
Through employee advocacy alone, we achieved a potential reach of over 1.6 million. Across social media, the campaign generated more than 164,000 impressions and nearly 19,000 engagements, resulting in an average engagement rate of 8.37%, which significantly exceeded typical benchmarks for B2B social media performance. The campaign also drove over 2,300 link clicks, translating social engagement into meaningful action, and contributed to a 50% increase in Sibos meeting bookings compared to the previous year.
Beyond the numbers, the campaign succeeded in reshaping how our brand was perceived. It showed that financial services content can be engaging, human, and even playful without losing its professionalism. It strengthened our connection with our audience and created a sense of momentum that extended beyond the event itself. For the team, the most rewarding outcome was seeing our ideas come to life and resonate so strongly with both internal and external audiences.
What this means for the future of B2B social marketing
This campaign reinforced a fundamental truth about modern B2B marketing. Organic social media is a powerful channel, but success requires constant adaptation. We learned that staying close to platform changes and being willing to experiment is essential; what worked yesterday may not work today, and the ability to test, learn, and scale quickly is a key competitive advantage.
Perhaps the most important lesson was the impact of human-centered content. When you put real people at the heart of your storytelling, you create authenticity, trust, and connection. That is what drives engagement in today’s social landscape.
For B2B marketers looking to be more creative, the advice is simple. Start. Identify the voices within your organization who can bring your message to life. Invest in high quality video content while maintaining a balanced mix of formats. Build content series that your audience can look forward to. And most importantly, have the courage to think differently. Because in a world where everyone is competing for attention, it is the brands that feel human that truly stand out.
Discover the 2025 B2B Marketing Innovation Awards. Explore the winning brands and the standout campaigns that set them apart.
The post Innovating Finance Together at Sibos: The Story Behind Finastra’s Award-Winning B2B Social Campaign appeared first on Oktopost.
