UK Twitter Strategy: Driving Thought Leadership with a Dash of Sass

As part of the UK content strategy for Condeco, I developed a simple yet powerful Twitter campaign that brought our thought leadership to life — with visual consistency, strategic links, and a cheeky sense of humour.

At the centre of the campaign was a hero article:👉 “Your so SaaS” — a playful yet insightful piece that explored how software-as-a-service is reshaping the modern workplace. It struck the perfect balance between sharp commentary and smart humour, making it the ideal anchor for a broader narrative around innovation and culture.

To support the piece, I designed a series of branded social media tiles, each offering a quick-hit insight, playful tone, and CTA — all driving back to the hero article. The tiles were on-brand, highly scroll-stopping, and easy to digest — perfect for the Twitter feed.

What made this campaign work?

• Every tile told a micro-story — no fluff, just sharp headlines and strategic hooks.

• Consistent visual identity — instantly recognisable as part of the campaign.

• One clear destination — all links pointed to the thought leadership article to maximise engagement.

• Cheeky, relatable copy — adding warmth to a B2B brand.

  
  

A few of the tiles:

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  social media tile: you light up my life

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  social media tile: get a room

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  social media tile: lets get engaged

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  social media tile: embracing technology

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  social media tile: lets get coffee

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  social media tile: you had me at hello

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  social media tile: you + me = collaboration

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  social media tile: lets get agile

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  social media tile: lets get flexible

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  social media tile: its all about the layout

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  social media tile: roses are red, violets are blue

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  social media tile: show me your utilisation

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  social media tile: I sense you love me