Linköpings kommun needed support with paid social campaigns across Meta, LinkedIn, Snapchat and TikTok.
The goal wasn’t sales, it was awareness. Each campaign needed to reach the right citizens with the right information at the right time.
This project was a collaboration with the agency Emakina, where I stepped in as the paid ads specialist.
The approach was simple: adapt each message to the platform where it would perform best, and make the content as effective as possible for that format.
That meant refining the agency’s assets, adjusting messaging, and recommending channel-specific strategies to ensure every campaign reached the intended audience.
I worked closely with Emakina and Linköpings kommun to:
• Analyse the target audience for each campaign
• Recommend the best platforms for each message
• Optimise assets and messaging for better performance
• Publish, monitor, and adjust campaigns in real time
• Resolve underperformance quickly through optimisation
• Report results in joint meetings with the agency and the municipality
• Support and educate the team so they could eventually take over the campaigns themselves
It was hands-on, strategic, and highly collaborative.
• Multiple paid ad campaigns across Meta, LinkedIn, TikTok and Snapchat
• Adjusted creatives based on platform behaviour
• Messaging tailored for awareness and reach
[insert ads]
We met, and often exceeded, the goals and KPIs for every campaign.
Since Linköpings kommun is an authority rather than a commercial brand, the focus was on reach and awareness. And campaign by campaign, we delivered.
Each message reached the right audience, and the municipality gained a clearer, more effective paid social setup.
