Rebuilding Props (https://www.props.co)' LinkedIn Campaign

Rebuilding Props' LinkedIn Campaign Through a Demand Generation Lens

Props is a B2B platform helping brands scale through creator led media. Their positioning is built around a simple belief: people trust people more than they trust brands. Inspired by their unique approach to advertising, I challenged myself to explore how their LinkedIn campaigns could better reflect the personality, storytelling, and visual identity already present across their website.

Using my EPAC Demand Generation Framework (Educate → Proof → Authority → Convert), I rebuilt the campaign into a four ad series where each creative served a specific purpose in the buyer journey.

Ad 1 • Educate

Rather than introducing Props immediately, the first ad challenges the audience's existing beliefs about advertising. I used a familiar internet meme to show why creator led content naturally earns more attention than traditional ads, making the message instantly relatable.

Ad 2 • Proof

Instead of relying on a performance metric alone, I transformed a 28% average CPM reduction into a visual story. A confident tightrope walker became a metaphor for trust, demonstrating that when audiences trust the story, advertising becomes more efficient.

Ad 3 • Authority

To position Props as the category expert, I created a simple visual comparison between traditional product marketing and creator led storytelling. The product stays the same, but the way it's presented completely changes how people connect with it.

Ad 4 • Convert

The final ad turns interest into action by visualizing the Props growth process. Rather than using a standard call to action, the creative explains how creator media compounds into measurable business growth, making the final conversion feel natural and earned.

Key Takeaways

Align your ads with your brand experience. Your ad should feel like the first page of your website.

Lead with emotion before explanation. People feel first, then think.

Build demand in stages. Educate, prove, establish authority, then ask for the conversion.