Flywheel

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Flywheel

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Background

Background

As Omnicom's eCommerce network, Flywheel is the premier solution for the world's biggest brands selling online. Through coordinated marketing programs, Flywheel's media properties have seen explosive growth since launching in 2023, allowing our marketing organization to deliver business impact with downstream effects on other Omnicom agencies.

Organic & Paid Media

Performance Creative

Creative Strategy

Creative Production

Outcomes

+100K

Increase in LinkedIn subscribers

+44%

lift in brand consideration across key industry topics

29K

Newsletter subscribers in 14 months

+22%

Increase in attributable pipeline creation

01 Media-driven growth

I believe in the power of media to grow business. Under the Commerce Collective media property, I scaled Flywheel's LinkedIn channel to 100K followers, grew a newsletter to 29K subscribers, and built a content hub on our website to funnel and capture valuable 1P data. This added distribution has grown pipeline, lifted brand perception, and has given us robust channels through which to run go-to-market campaigns.
I believe in the power of media to grow business. Under the Commerce Collective media property, I scaled Flywheel's LinkedIn channel to 100K followers, grew a newsletter to 29K subscribers, and built a content hub on our website to funnel and capture valuable 1P data. This added distribution has grown pipeline, lifted brand perception, and has given us robust channels through which to run go-to-market campaigns.

Podcast

Commerce Collective has grown into a crucial brand property. As a top 10 eCommerce podcast, and top 1% globally, it's helped us establish thought leadership and create listening habits with clients and prospects alike.

I've helped grow the Commerce Collective podcast with content crossovers on LinkedIn, newsletter and blog, as well as bringing in influential external industry leaders as guests.

I've helped grow the Commerce Collective podcast with content crossovers on LinkedIn, newsletter and blog, as well as bringing in influential external industry leaders as guests.

I've helped grow the Commerce Collective podcast with content crossovers on LinkedIn, newsletter and blog, as well as bringing in influential external industry leaders as guests.

Newsletter

By leveraging our social distribution, industry events, and salience around tentpole events, I helped scale our newsletter to 29K subscribers in 14 months. Growth in this channel has been key in creating holistic go-to-markets and quickly scaling ABM campaigns.

By leveraging our social distribution, industry events, and salience around tentpole events, I helped scale our newsletter to 29K subscribers in 14 months. Growth in this channel has been key in creating holistic go-to-markets and quickly scaling ABM campaigns.

By leveraging our social distribution, industry events, and salience around tentpole events, I helped scale our newsletter to 29K subscribers in 14 months. Growth in this channel has been key in creating holistic go-to-markets and quickly scaling ABM campaigns.

Creative Systems

A system of automation, templates, and contractors has enabled an agile, high cadence system for creating video, audio and written content. I've built a system that can run on a small team, and adapt quickly to business needs.

A system of automation, templates, and contractors has enabled an agile, high cadence system for creating video, audio and written content. I've built a system that can run on a small team, and adapt quickly to business needs.

A system of automation, templates, and contractors has enabled an agile, high cadence system for creating video, audio and written content. I've built a system that can run on a small team, and adapt quickly to business needs.

02 Cultivating a Creator Ecosystem

The most effective content comes from people, not brands. To amplify brand distribution on LinkedIn, I built a system that enabled our internal experts to become creators and build their own followings.
The most effective content comes from people, not brands. To amplify brand distribution on LinkedIn, I built a system that enabled our internal experts to become creators and build their own followings.

I created a social video training program to educate on best practice, working with these experts 1-1 and getting them equipped with plug-and-play creator tools. Leveraging AI, I built a social video scripting agent (you can try it here) that could intake notes, and export a script optimized for LinkedIn social.

Results

  • 180% lift in impressions

  • 43% conversion lift via Thought Leader Ads

  • 400% increase in video output

  • 305% lift in brand impressions

  • 43% conversion lift via Thought Leadership Ads

  • 200% lift in impressions for GTM campaigns

  • 305% lift in brand impressions

  • 43% conversion lift via Thought Leadership Ads

  • 200% lift in impressions for GTM campaigns

03 Coordinating Organic & Paid Media

The organic reach we’ve scaled has acted as a force multiplier for our paid media. By seeing organic and paid media as an integrated function, we’ve unlocked competency and cost synergies that have improved paid performance, reduced CAC, and created the rails to build effective ABM campaigns.

The organic reach we’ve scaled has acted as a force multiplier for our paid media. By seeing organic and paid media as an integrated function, we’ve unlocked competency and cost synergies that have improved paid performance, reduced CAC, and created the rails to build effective ABM campaigns.

The organic reach we’ve scaled has acted as a force multiplier for our paid media. By seeing organic and paid media as an integrated function, we’ve unlocked competency and cost synergies that have improved paid performance, reduced CAC, and created the rails to build effective ABM campaigns.

Results

  • 22% increase in pipeline creation

  • 80% lift in paid campaign engagement

  • 200% increase in content available for GTM & ABM efforts

  • 22% increase in pipeline creation

  • 80% lift in paid campaign engagement

  • 200% increase in content available for GTM & ABM efforts

04 Closing the loop

By stacking data collection and buyer intent tools, we turned our website's content hub into a first-party data collection machine. Viewer level Insights garnered from videos and blogs allowed our content to enrich sales data, allowing us to personalize outreach, enrich re-targeting, and create more effective ABM campaigns.

By stacking data collection and buyer intent tools, we turned our website's content hub into a first-party data collection machine. Viewer level Insights garnered from videos and blogs allowed our content to enrich sales data, allowing us to personalize outreach, enrich re-targeting, and create more effective ABM campaigns.

By stacking data collection and buyer intent tools, we turned our website's content hub into a first-party data collection machine. Viewer level Insights garnered from videos and blogs allowed our content to enrich sales data, allowing us to personalize outreach, enrich re-targeting, and create more effective ABM campaigns.

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