Return to Office White Papers

Picture it: early 2021. Vaccines were rolling out, Zoom fatigue was real, and companies were cautiously plotting their return to the office. Meanwhile, Sourced Craft Cocktails had a simple, noble mission—bring craft cocktails to hardworking employees and make the return to in-person work a little more festive. Whether it was mobile craft cocktail catering for happy hours or ready-to-serve pre-mixed batches for break rooms, we had the goods. There was just one tiny catch.

The Challenge: LinkedIn Was a Buzzkill

LinkedIn, our best bet for reaching office and HR managers, had a strict policy against advertisements that “encourage drinking in the workplace.” Awkward, right? Since our entire business model involved, well, encouraging drinks in the workplace, I needed to get creative.

The Solution: Say It with Whitepapers

Instead of ads, I authored a whitepaper series that was equal parts timely, insightful, and refreshingly relevant. These whitepapers tackled the real challenges organizations were facing in 2021, like how to reunite teams, rebuild morale, and make employees feel excited about coming back to the office.

What made these whitepapers stand out? I didn’t just write fluff. I provided actionable solutions for HR managers, all while subtly positioning Sourced Craft Cocktails as the perfect way to foster camaraderie. Want to make your team feel welcome onsite? Maybe a round of craft cocktails is exactly what the doctor (or bartender) ordered.

The Results: Leads with a Twist

The whitepapers acted as our secret handshake. Once managers downloaded them, our sales team followed up with tailored outreach, while a supporting nurture campaign kept leads warm. Instead of being blocked by LinkedIn’s policies, we turned the challenge into a strategic opportunity.

What I Did:

• Content Strategy: Developed a workaround for LinkedIn’s policy through an insightful whitepaper series.

• Whitepaper Authoring: Wrote actionable, engaging content that addressed organizational challenges and subtly promoted Sourced Craft Cocktails.

• Lead Generation: Drove downloads that turned into qualified leads, enabling follow-ups by the sales team.

• Nurture Campaign Support: Helped plan and execute a campaign that kept the conversation going after the download.

By sidestepping LinkedIn’s buzzkill policy, I turned craft cocktails into a conversation starter and whitepapers into lead generators. It was smart, strategic, and just the right amount of clever. Sometimes you cannot advertise the drink, so you let the ideas do the toasting instead.