Communicating policy analysis to the public

Design, Social media, Strategy, Video and animation

Partner: The Policy Practice

Big results

Given The Policy Practice’s reliance on LinkedIn as its primary social media channel, Big Blue not only delivered increased engagement on the company’s various knowledge products and services, but were also heavily consulted with when it came to drafting, editing, and promoting direct communiques from leading voices in The Policy Practice, which included blogs and even a testimonial video featuring various professionals from the company’s Nigerian network. All of this work only further cemented The Policy Practice’s reputation as a firm working on the bleeding edge of international policy.

Story

The Policy Practice sought to improve its social media presence across its established platforms and approached Big Blue to form a strategy which would better reflect the company’s existing position as a leading voice operating in the global policy space.

Approach

Big Blue began the project by developing a strategy around The Policy Practice’s then newest working paper, rolling out a series of weekly posts which outlined the working paper’s key themes and takeaways. Big Blue also later identified that The Policy Practice’s primary financial driver, which is their flagship Political Economy Analysis (PEA) in Action course, was not being given the marketing push it required. Big Blue then developed a social media strategy which incorporated attractive, appropriate visuals accompanied by copy which reflected the urgency and high stakes of the course itself to drive registrations.

Results

Since Big Blue took over The Policy Practice’s social media operations and pivoted to a mostly organic LinkedIn content strategy in December 2025, The Policy Practice has significantly outperformed its previous model which relied heavily on paid advertising. Despite the lower reliance on sponsored posts, the company has seen total link clicks more than double and engagement metrics rise across the board.