Social Media campaigns
Process Mining: Disrupting Brand Standards to Drive 142% Lead Growth
When Appian launched Process Mining as a brand‑new capability, the team needed a campaign that stood apart from our core visual language while still feeling unmistakably Appian. I developed a social media series built around bold line illustrations on a black background, a deliberate departure from our usual white, minimal brand environment.
The shift in background color and tone served a strategic purpose: Process Mining was unfamiliar to most of our audience, and the visuals needed to signal “this is something new.” The black backdrop created instant contrast in crowded feeds, while the electric line art echoed the product’s core value — transforming complexity into clarity. By keeping the illustrations rooted in Appian’s brand colors, the campaign stayed connected to the larger identity without blending into it.
The result was a visually distinct, high‑performing launch that exceeded expectations. The campaign delivered 142% over the Marketing Qualified Leads goal, validating the decision to break from the standard brand system and use design as a way to introduce a new capability with energy, clarity, and momentum.
In 2023, I created a social carousel for LinkedIn and Twitter to promote the newly released State of Low‑Code report. The goal was simple: stop the scroll, deliver immediate value, and drive downloads. I designed a concise, insight‑forward series that distilled key findings into bold, frames optimized for social performance. The campaign resonated — earning an 18% click‑through rate, far above industry benchmarks and one of the strongest-performing organic assets of the year.
State of low code carousel created for LinkedIn and Twitter performed with an 18% click-through rate, well above the industry benchmark.
State of low code carousel created for LinkedIn and Twitter performed with an 18% click-through rate, well above the industry benchmark.
State of low code carousel created for LinkedIn and Twitter performed with an 18% click-through rate, well above the industry benchmark.