How do you launch a campaign when social media got you suspended?
3-year paralysis to affiliate's highest CSAT score
The problem
Novo Nordisk UK hadn't run a LinkedIn campaign in three years. An ABPI suspension for previous social media misconduct had left the entire marketing team paralysed by compliance fear. 15+ stakeholders across legal, compliance, medical affairs, brand, and commercial, each with veto power. Competitors were dominating the digital health conversation while the team stayed silent.
What I did
Mapped all 15 stakeholders by risk tolerance. Decided to bring complete mockups (exact copy, visual assets, ABPI compliance checklists) to what was supposed to be a concept meeting. Used a sequential approval strategy: medical affairs first, then legal, then brand, then presented to the full group with '3 functions already approved' momentum. Presented using a Shark Tank-style pitch format with a built-in kill-switch protocol.
Outcomes
What I learned
Influence isn't always about better arguments. Sometimes it's about addressing the unstated emotional barriers disguised as process concerns.
PowerPoint decks don't reduce anxiety. Finished mockups, clear escalation protocols, and 'here's exactly what happens' specificity do.
Breaking organisational paralysis requires understanding what's really blocking progress.
Got a similar problem?
Tell me what you're working on. I'll tell you if it's a fit.
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