Case Study: Driving 365% Social Follower Growth for a Global Mobility Safety Brand

Our client, a global leader in mobility safety technology, approached MBE Group to revitalize its largely dormant social media presence. Their goals was to regain momentum and reinforce their leadership in mobility safety innovation.

Shortly after the strategy began in early 2020, the COVID-19 pandemic reshaped expectations overnight. Their social approach needed to shift immediately, balancing public safety communication with long-term brand positioning. What started as a standard rebrand quickly became a test of strategic agility.

Our client, a leader in mobility safety technology, approached MBE Group with a need to reignite their social media presence, showcase their expertise in the industry and use it to lead the conversation around mobility safety. Their social media channels had been largely dormant, their audience disengaged, and their content lacked a clear, consistent identity.

But the strategy launch in early 2020 coincided with the onset of the COVID-19 pandemic, which halted plans and shifted focus. Our client had to respond not just as a brand, but as a company rooted in public safety and their social strategy had to follow suit.

The challenge became twofold:

• Reestablish the client’s authentic voice 
• Integrate pandemic-related content into the brand’s broader mission, without losing sight of its long-term goal to lead in mobility safety innovation

Our team began with a complete audit of the client’s existing social channels, identifying where content had fallen short and how audiences were engaging (or not). We were also able to identify target audiences and gaps in their previous content to reach their audience.

Thus, a strategic plan was built. We began by aligning with the client’s commitment to safety during the pandemic, showcasing the client’s contributions to the medical community through the supply of PPE, manufactured at the client’s plants across the globe. Then we made a natural transition back to showcasing the client’s cutting-edge products and technologies, once the time was right.

Early content blended pandemic relief stories with educational posts and product highlights. Our team used this phase to build trust, increase consistency and grow an audience that saw our client as both credible and compassionate (i.e. not tone deaf).

We saw significant growth in followers and engagement, but as the pandemic eased, we needed to shift strategies. By 2022, growth started to plateau and engagement dropped, product-focused posts, once informative, were starting to feel repetitive.

Experience told us the solution wasn’t more content, more often. We knew the content focus needed to shift. Our data showed that people-centered stories like employee spotlights, behind-the-scenes looks at global facilities and regional campaigns outperformed everything else. These posts still showcased the client’s technology, but through a more relatable lens.

We pivoted the content plan to focus more heavily on the people behind the innovation, anchoring the client’s expertise in the real humans driving it forward.

365%
Total follower growth

165%
Increase in engagement rate

6.0%
Avg. engagement rate

From April 2020 to December 2024, the client’s social following grew by over 365%, from just over 30,000 followers to more than 140,000. That early momentum in 2020 and 2021, fueled by pandemic-related content, gave way to sustained growth driven by a more personal approach to storytelling.

Engagement followed the same arc. After a big jump and then a dip in early 2022, engagement rates climbed 163% in the second half of the year, once people-centered content became a focus. By 2023, engagement had increased by another 13.5%, with the average engagement rate per impression jumping from 4.0% to 6.0%.

In addition to regaining a significant digital presence, we had built a new kind of connection with their audience that was grounded in both innovation and authenticity, accomplishing the primary goal of the project.

By staying flexible, listening to the audience, following data and leading with human-centered storytelling, our client navigated a crisis and built a strong public brand image.

With follower growth up 365%, engagement climbing year over year and a stronger bond with its global community, this work proves a simple truth, that in any industry, a brand’s biggest advantage is the ability to adapt (guided by data) with a clear strategy and content people actually care about.

If your brand is trying to reignite its social presence or adapt its content strategy to what people actually care about, you don’t need to guess your way through it. This work proves what’s possible when strategy, data and storytelling come together with intention.

If you’re ready to strengthen your digital presence and build a real community around your brand, our team is here to help you get started. Get in touch.