The B2B event campaign that reached 500K on LinkedIn by ditching corporate content

Alexandra Wittmann, Senior Social Media Manager at Celonis, shares how she transformed Celosphere 2025 into a human, social-first experience with a 9-part behind-the-scenes video series. From food tastings to “What to Wear” clips, she shows how ditching corporate content and leveraging employee advocacy drove over 500K organic views on LinkedIn.

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Episode summary

LinkedIn is a social media platform, so it’s social first content that really matters. Content that works can be or needs to be insightful, needs to inform people, but also give people something that they are interested about.

What if the secret to a sold-out B2B event wasn’t another polished speaker graphic, but a video of your team tasting the catering, or fixing a flat tire on a branded bike?

LinkedIn is a social platform first, and the brands that win are the ones that actually act like it.

In this episode of Behind the Post, we sit down with Alexandra Wittmann, Senior Social Media Manager at Celonis and the marketer behind the standout “Behind the Scenes at Celosphere 2025” campaign.

Instead of following the traditional B2B playbook, Alexandra created a 9-part video series that treated a major tech event like a human story. The result? A finalist spot at the 2025 B2B Marketing Innovation Awards and over half a million organic impressions.

We break down the exact “scroll-stopping” framework she used to make Celosphere feel relatable before it even began, from coordinating 25 internal “stars” to why a simple “What to Wear” video outperformed strategic content.

You’ll also learn how a 1,000-strong employee advocacy program helped amplify the campaign, and why messy, real, behind-the-scenes content consistently beats polished perfection on LinkedIn.

If you’re a B2B marketer, event lead, or social media manager looking to create content people actually care about, this episode is for you.

Hot Topics:

Why relatable, human moments outperform traditional event promotion
How to coordinate 25+ employees as on-camera brand advocates
Scaling reach with a 1,000-person employee advocacy program
Using iPhone footage, POV videos, and social trends to capture real event energy

Meet Alexandra

Alexandra Wittmann brings creative energy and precision to B2B marketing, turning complex topics into content people genuinely want to engage with.

She began her career in event management and moved into social media after a simple piece of advice from her dad: do something that’s fun. That mindset still guides her work today – combining storytelling, strategy, and an obsession with detail to create campaigns that stand out in crowded feeds.

A self-confessed perfectionist, Alexandra believes great social content lives at the intersection of creativity and execution, and she’s always pushing for what comes next.

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Frequently Asked Questions

How can B2B event promotion drive significantly higher engagement on LinkedIn?

To drive higher B2B event engagement on LinkedIn, focus on human-centric, social-first content rather than traditional polished graphics. Leverage behind-the-scenes stories, relatable moments, and employee advocacy to make your event feel more human and accessible, as demonstrated by campaigns achieving over 500K organic views.

What is an effective strategy for implementing B2B employee advocacy programs?

An effective B2B employee advocacy strategy involves coordinating internal teams as on-camera brand advocates to share authentic, behind-the-scenes content. Scaling this program, even to 1,000+ employees, can significantly amplify campaign reach and create genuine connections with your audience, making your brand more relatable.

Why does 'messy' or authentic B2B content outperform polished content on social media?

Messy, real, behind-the-scenes B2B content consistently outperforms polished perfection because LinkedIn is a social platform first. Audiences are interested in human stories, relatable moments, and authentic insights. This type of content captures real energy and fosters genuine interest, driving higher organic impressions and engagement.

How can B2B marketers use social trends and native video to enhance event promotion?

B2B marketers can enhance event promotion by adopting social trends like iPhone footage, POV videos, and short-form series to capture real event energy. Ditch the corporate content playbook in favor of content that feels native to the platform, such as 'what to wear' clips or food tastings, making your event more relatable and scroll-stopping.

What impact does humanizing B2B content have on overall marketing success?

Humanizing B2B content can transform marketing success by making complex topics accessible and relatable. By focusing on authentic storytelling and real-life moments, brands can increase engagement, foster deeper connections with their audience, and achieve significant organic reach, ultimately outperforming traditional B2B marketing approaches.