Social media audit & strategy for Nokia Bell Labs

PROBLEM

Nokia Bell Labs is a leading scientific research institution, known for bold work in AI, quantum computing, and 6G. But their social presence didn’t reflect that innovation. Content felt scattered and overly corporate, sounding more like internal announcements than stories meant to spark curiosity. The brand carried legacy weight, but wasn’t connecting with a new generation of researchers and curious minds online. The ideas were there; what was missing was the storytelling.

INSIGHTS

A full audit revealed that the team was publishing a lot — arguably too much — but the content leaned heavily on retweets, conference announcements, and corporate comms. There was little original storytelling, and the posts often felt flat or disconnected. Bell Labs had a wealth of groundbreaking research, but it wasn’t being framed in ways that were engaging or accessible. The tone lacked the curiosity, nostalgia, and celebration of science seen in other standout accounts. Across platforms, content felt inconsistent and under-leveraged, missing the chance to connect with a broader, more curious audience.

STRATEGY

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We developed a cross-platform content strategy that gave internal teams clarity and direction, shifting the focus from announcements to storytelling, from static posts to engaging formats. The plan outlined content pillars, tone of voice guidelines, and performance-informed recommendations for cadence, structure, and creative approach across Twitter, LinkedIn, Instagram, and YouTube.

RESULTS

Over five years of partnership, we’ve led the evolution of Bell Labs’ social strategy, shaping their voice, strengthening their presence, and helping their content resonate with a wider audience. The result: a 400%+ increase in engagement and 21% year-over-year organic growth across platforms, driven by consistent storytelling and strategic clarity.