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

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