Social punishes anything that takes its time. But people will sit for craft, if you respect it enough to make it a show instead of a brag.

So we turned the feed into appointment viewing. Recurring series, each with its own shape. From the Archives with the company historian. Eureka Lab inside the innovation lab. Unzipped. Behind the Design. Same episodic formats, until people came looking for the next one.

A 9.6% engagement rate, six times the platform benchmark.