From 38,000 to 100,000+ LinkedIn Followers.Entirely Organic

We worked with Tata Steel Foundation to bring stories from its programmes to LinkedIn and Instagram. Through regular social content and a new monthly newsletter, we helped build a larger audience for its work across education, healthcare, livelihoods and tribal empowerment.

Tata Steel Foundation social creatives and a reel on a phone, shown on a podium
Tata Steel Foundation programme creatives laid out in an open notebook

The Ask

Tata Steel Foundation wanted more people to understand the scale of its work. The brief was to grow its social audience without paid promotion and make its programme stories relevant to CSR professionals, policymakers and the wider development sector. Every story also needed to represent the people involved with care and accuracy.

Services

  • Social Media Strategy
  • Content Planning & Copywriting
  • Social Creatives & Video Content
  • LinkedIn & Instagram Publishing
  • LinkedIn Newsletter Development
  • Event & Field Story Coverage

The Foundation

Meet Tata Steel Foundation

Tata Steel Foundation works with communities across rural India on education, healthcare, livelihoods, tribal empowerment and the environment. Its programmes address long-term needs, with dignity and opportunity at the centre of its work. Our role was to help more people understand that work through its digital channels.

The Challenge

A schoolgirl holding a football, with her teammates seated behind her
The scale of TSF's fieldwork was not reflected in its digital visibility.
  1. 01

    Limited visibility beyond programme locations

    TSF's work needed to reach more people outside the communities and places where its programmes operated.

  2. 02

    Making programme updates relatable

    Education, health and livelihood outcomes needed context: the people involved, their experiences and what had changed.

  3. 03

    Growing an audience while earning trust

    The content had to attract relevant readers organically and represent communities accurately and respectfully.

Content Strategy

Building the Content Around People's Experiences

We used individual experiences to give programme updates context. Four content pillars kept the coverage broad, while each platform had a clear editorial role.

01 / 04

People

Individuals and their experiences within TSF programmes.

A farmer smiling while watering a field with a hose, under the caption Livelihoods, Water, Community
02 / 04

Community

Tribal identity, traditions and community leadership.

Village residents seated in a circle during a community discussion
03 / 04

Change

Developments in education, healthcare and livelihoods.

A teacher at a blackboard explaining a diagram to a classroom of schoolchildren
04 / 04

Partnerships

Collaborations, policy discussions and shared programme outcomes.

Tata Steel Foundation staff and farmers inspecting a water outlet in a field
LinkedIn
Programme stories, sector perspectives and partnership updates for professional audiences.
Instagram
Field footage, visual stories and reels showing the people and places involved.

How We Produced the Content

We worked with TSF's field and communications teams to develop stories for regular publishing and timely coverage of events and milestones.

  1. 01

    Source material from the field

    Collaborate with field teams to gather footage and stories from TSF programmes.

    Two farmers standing beside a trellised crop in the field

  2. 02

    Develop the story

    Turn those inputs into copy, social creatives and video content suited to LinkedIn and Instagram.

    Rows of young crop plants in tilled soilAn open notebook and pen resting on soilA camera on a tripod framing the two farmers in the field

  3. 03

    Review with the communications team

    Work with TSF to check the story and its representation of the people involved.

    Two draft documents under review, one marked with a tick

  4. 04

    Publish regular and timely coverage

    Combine ongoing programme stories with reflections and reels around events and milestones.

    A published post card showing the field photograph

Selected Work

Stories Published Across LinkedIn and Instagram

Our work included community stories, programme updates, cultural coverage and conversations around policy and partnerships.

Showing 8 of 8 pieces

  • Social creative showing three Saura paintings with tree-of-life motifs, marked Gopalpur, Odisha

    Story behind one of India's oldest tribal art forms

    Culture and leadership

  • National Farmers' Day creative with a collage of farmer photographs from Jharkhand and Odisha

    The Power of New Possibilities — National Farmers' Day

    Programme update

  • Illustrated creative on the living traditions of the Lepcha community in North Sikkim

    Inside the living traditions of the Lepcha community

    Culture and leadership

  • A hand holding a Tasar silk cocoon in front of filled sacks

    Tasar silk cultivation — International Day for Biological Diversity

    Programme update

  • Laxmi Buduili speaking at a podium, on a creative about a lack of potable water

    Meet Laxmi Buduili — #MeetTheChangemakers

    Community story

  • World Water Day creative on tackling water scarcity and climate resilience in Jharkhand

    World Water Day — Tata Steel Foundation × Standard Chartered Bank

    Partnership or policy content

  • A boy playing football, with a quote from Kuna Majhi of Chirigunia, Sukinda, Odisha

    Kuna Majhi, Chirigunia, Sukinda, Odisha

    Community story

  • Milk Matters creative showing a dairy farmer with his cattle

    Milk Matters for kids and communities

    Programme update

Event Coverage

Vertical video pieces from the project will appear here once the reel files or verified post links are supplied.

  • Reel — to be added
  • Reel — to be added
  • Reel — to be added
View LinkedIn PostsView Instagram

Newsletter Spotlight

Launching the Foundation's Voice

Newsletter screenshot — to be added

We launched a monthly LinkedIn newsletter bringing together stories from TSF's programmes for CSR professionals. The Foundation's Voice created a regular place for readers to follow its work in greater depth.

47,000+

Newsletter subscribers

What changed over 11 months

Organic Results

A Larger Audience for TSF's Work

LinkedIn followers grew from 38,000 to 100,000+ in 11 months. The newsletter reached 47,000+ subscribers. These results were achieved without paid promotion.

38,000

LinkedIn followers at the start

11 Months

100,000+

LinkedIn followers after 11 months

47,000+

Newsletter subscribers

Reported project results · Organic growth, without paid promotion

What Changed

TSF gained a larger organic LinkedIn audience, a newsletter with an established subscriber base, and a regular publishing approach covering people, programmes, culture and partnerships.

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