Campaign Type — Employee Advocacy
A campaign that engages the people who engage with your own company members' LinkedIn posts — founders, executives, GTM or growth people who post publicly. Most of that engagement never converts on its own. This playbook turns a colleague's LinkedIn audience into pipeline.
Use this playbook when the user wants to reach the engagers of a specific colleague's (an "advocate's") posts.
What makes it different from social selling
In a standard social-selling campaign, the engagement must never be referenced directly (it reads as surveillance — see campaign-type-social-selling.md).
Here it's the opposite: the engagement can be referenced openly. The sender is a colleague of the post's author, so mentioning the advocate's post is a legitimate professional relationship, not monitoring.
- ✅ "[Advocate] is our [role] — their post on [topic] clearly landed with you."
- ❌ "I noticed you liked [advocate]'s post." (still surveillance framing)
Frame it as a relationship, never as monitoring.
Per-advocate objective
The same playbook serves different goals depending on the advocate. Ask the user the objective up front — it drives the CTA touches:
| Objective | CTA touch | Re-engagement touch |
|---|---|---|
direct-signup |
the signup / trial link | a re-engagement resource |
resource-adoption |
the resource itself, soft framing | secondary content / community |
nurture |
soft value share, no ask | keep the contact, door open |
Sequence shape — 5-touch LinkedIn
LinkedIn-only, peer framing. Cadence J0 / J+2 / J+5 / J+12 / J+18.
| Touch | Day | Role |
|---|---|---|
| T1 | J0 | Invite — references the advocate's post topic + the colleague relationship |
| T2 | J+2 | DM1 — peer opener + a concrete pain question, no pitch |
| T3 | J+5 | DM2 — deepen, fresh angle |
| T4 | J+12 | DM3 — the CTA, content driven by the objective |
| T5 | J+18 | DM4 — re-engagement, content driven by the objective |
Each touch uses a fresh angle (see angle-framework.md). The engagement-with-a-colleague's-post is a warm signal — target the warm benchmarks in quality-check.md.
Optional advanced move
If the user sells the very tool running this sequence (an outreach / automation product), a mid-sequence reveal can work: "this whole sequence is running on [product] — you're literally inside it." Use only if true and only if it lands as clever, not gimmicky. Skip it otherwise.