Props: LinkedIn Campaign Rebuild (Spec)

Props is a B2B platform that helps brands scale through creator-led media. Their core positioning is built around a belief that resonates deeply in modern marketing: people trust people more than they trust brands.

I was drawn to Props because their website already has strong personality, storytelling, and visual identity. But I noticed their LinkedIn ad campaigns didn't fully reflect that same energy. So I challenged myself to explore how their paid social presence could better match the brand experience they've already built.

This speculative project reimagines their LinkedIn campaign as a structured, four-ad series using my EPAC Demand Generation Framework.

Most B2B LinkedIn campaigns treat every ad the same way: product screenshot, value prop headline, "Learn More" button. The problem is that this approach ignores where the prospect actually is in their decision-making process.

Someone seeing your brand for the first time needs a completely different message than someone who's already familiar with what you do. A single ad can't do both jobs well. That's why I rebuilt the Props campaign as a system of ads, where each creative has one specific job in the buyer journey.

The first ad doesn't mention Props at all. Instead, it challenges the audience's existing beliefs about advertising. I used a familiar internet meme format to show why creator-led content naturally earns more attention than traditional ads.

The reasoning behind this choice: B2B audiences on LinkedIn are skeptical of anything that looks like an ad. By leading with a relatable observation instead of a product pitch, the creative earns attention through recognition rather than interruption. The audience thinks "that's true" before they think "that's an ad."

The second ad takes a specific data point (a 28% average CPM reduction) and turns it into a visual story. Rather than just displaying the number on a slide, I used the metaphor of a confident tightrope walker to represent the trust that makes advertising more efficient.

The reasoning: raw metrics are forgettable. A visual metaphor that connects the data to a feeling (confidence, trust, balance) makes the proof stick. The prospect doesn't just see a number; they understand what the number means for their business.

The third ad positions Props as the category expert through a simple visual comparison. On one side: traditional product marketing. On the other: creator-led storytelling. The product stays the same in both frames, but the way it's presented completely changes how people connect with it.

The reasoning: by this point in the journey, the prospect understands the problem (Ad 1) and has seen evidence that a solution works (Ad 2). Now they need to trust that Props specifically is the right partner. A side-by-side comparison is one of the most effective ways to make an abstract positioning claim feel concrete and obvious.

The final ad turns accumulated interest into action. Instead of a generic "Book a Demo" CTA, the creative visualizes the Props growth process: how creator media compounds into measurable business growth over time.

The reasoning: the conversion should feel like the natural conclusion of a story, not a sudden ask. By showing the trajectory of results, the prospect can see themselves in the outcome. The CTA becomes "yes, I want that" rather than "I guess I'll check it out."

Visual consistency with the Props brand. Every ad uses colors, typography, and imagery that feel like they belong on the Props website. The goal is that someone who clicks an ad and lands on props.co feels zero disconnect.

Platform-native formatting. Each creative is sized and composed specifically for LinkedIn's feed environment. The text-to-visual ratio, the placement of key information, and the scroll-stopping elements are all optimized for how people actually consume content on LinkedIn.

Progressive storytelling. The four ads are designed to work both as a sequence (when a prospect sees multiple ads over time) and as standalone pieces (when they only see one). Each ad is self-contained, but together they build a more complete picture.

Align your ads with your brand experience. Your ad should feel like the first page of your website. If there's a disconnect between the ad and the destination, you're wasting the trust you just earned.

Lead with emotion before explanation. People feel first, then think. An ad that creates recognition or curiosity will always outperform one that leads with features.

Build demand in stages. Educate, prove, establish authority, then ask for the conversion. Each stage earns the right to move to the next one.