— Case study
Hemsley Fraser had spent more than 30 years developing leaders. Social media had to prove it could still engage the next generation.
Thirty years of developing leaders builds a reputation most brands would envy - but reputation alone doesn't guarantee relevance with the audience coming up next.
As a team who believe credibility and modernity aren't opposites, we saw an opportunity to help Hemsley Fraser speak to the next generation of leaders and talent without losing an inch of the trust they'd already earned. Here's how we did it.
KEY INSIGHTS
Challenge
Hemsley Fraser needed to modernise its social media presence to engage the next generation of leaders and talent, while maintaining the credibility built over more than 30 years.
Diagnosis
Hemsley Fraser already had an established reputation, but its existing content wasn't necessarily resonating with younger audiences. The opportunity was to update the tone and format without losing the expertise that made the brand trusted.
What We Did
We modernised Hemsley Fraser's social content, introducing video and more dynamic, digestible formats designed to appeal to younger leaders and emerging talent. By keeping the substance rooted in the brand's leadership and development expertise, we made the delivery more engaging and relevant without compromising its established authority.
Video views
Link clicks
Engagements
The Challenge
Hemsley Fraser had a strong reputation with established business audiences, but their social presence wasn't reaching the next generation of leaders and talent. They needed to modernise how they showed up on social media, without losing the credibility they'd built over three decades.
The Diagnosis
The bottleneck wasn't trust - Hemsley Fraser had that in abundance with their existing audience. It was tone and format.
A social presence built around an established, senior audience doesn't automatically resonate with the younger leaders and talent who are increasingly the ones making decisions, consuming content, and shaping the future of the businesses Hemsley Fraser serves.
The challenge was updating how the brand showed up, without it feeling like a departure from what made it credible in the first place.
What We Did
We developed a social media strategy that modernised Hemsley Fraser's content style and format - leaning into video and more dynamic, digestible content designed to resonate with a younger, up-and-coming audience of leaders and talent.
Crucially, this wasn't a rebrand or a tonal reset: the substance stayed rooted in genuine leadership and development expertise, while the delivery became more current, engaging, and built for the platforms and habits of a next-generation audience.
Our Human-First Approach
The next generation of leaders don't consume content the way their bosses did, and Hemsley Fraser's social had been built for the bosses. We shaped the work around the younger leaders and talent coming through, and the platforms and habits they actually have.
That meant more video and shorter, more digestible pieces, while the substance stayed rooted in thirty years of leadership expertise. The expertise stayed. The delivery changed to suit the people it needed to reach.
The results are in
The refreshed approach helped Hemsley Fraser connect with new audiences, generating 590,000+ video views while bringing its leadership expertise to a new generation.
The content that moved the numbers
Modern, video-led content gave a 30-year-old reputation a genuinely current voice - proving that credibility and relevance with a new generation aren't mutually exclusive.
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