Client Background
Client Background
OceanBase is one of a handful of Chinese distributed database companies with fully self‑developed core technology — with customers spanning core systems in banking, telecom, and public utilities. Now in its international phase, the brand aims to evolve from technology‑oriented brand to internationally credible, industry‑influential enterprise brand.
Challenge
Challenge
The biggest LinkedIn mistake for B2B enterprises is treating it like a bulletin board — product press and technical news, homogeneous content, no emotion, no personality. OceanBase needed to break out of this unproductive cycle in North America and Southeast Asia: LinkedIn CPM is 5–10x other social platforms, so judging budget purely on traffic cost blows it out fast. Content itself has to do the heavy lifting of brand equity.
Our Approach
Our Approach
We treated LinkedIn as OceanBase’s content platform, not its ad channel — event footage, team perspectives, and overseas customer interviews delivered through a consistent 2–3 posts per week across images, short video, and carousels. Customer Stories were the backbone — showing how OceanBase solves vertical‑specific business bottlenecks in banking, telecom, and government. We also encouraged founders, marketing leads, and VPs of engineering to post on LinkedIn under their own names — stacking personal influence onto the company voice. In markets like Malaysia, local team photos served as the primary visual — avoiding generic HQ templates.
Execution Highlights
Execution Highlights
- Built the LinkedIn brand page and visual system on a long‑term asset platform thesis
- Customer‑story‑driven content strategy translating specs into perceptible business solutions
- Native‑speaker review of taglines, technical descriptions, and headlines for high‑exposure copy
- Paid posts and localized follower‑growth creative precision‑matched to core audiences
