Challenge

Capitalica Asset Management needed to raise awareness among Baltic investors, build a public reputation to match its portfolio, and reach a younger generation of investors who engage digitally.

Results achieved in 8 months

• 73.8% LinkedIn lead conversion rate, with connection and reply rates of 42% and 9%, both above standard B2B benchmarks

• 300% growth in total post engagement

• 50% increase in company followers within 6 months

• 3x growth in targeted post impressions

• 33 media publications secured across 6 languages and 14 platforms, including Forbes, Nasdaq, Delfi, The Baltic Times and Verslo Žinios

• 120% increase in CEO profile views and a 4x rise in his LinkedIn connections and engagement

About the Client

Capitalica Asset Management is an investment management firm based in Vilnius, Lithuania, part of the SBA Group, specialising in commercial real estate across the Baltic region. The firm manages a portfolio of business centres, shopping centres and logistics properties across Lithuania, Latvia and Estonia.

Goals

Primary: Raise brand awareness across the pan-European market, attract institutional and retail investors, and position the firm as a leading sustainable real estate investment choice in Eastern Europe.

Supporting: Establish the CEO as an industry spokesperson.

Solution

LKI built Capitalica's public presence in four stages: strategy, personal branding for the CEO, social media management, and LinkedIn lead generation, with PR running in parallel throughout.

Stage 1. Strategy development

Capitalica had strong fundamentals but nothing built yet to communicate them to investors. LKI spent 10 weeks researching the market and mapping exactly who the fund needed to reach and how, before any content or outreach went out.

The team analysed three competitors' marketing activity to find gaps in the market, then segmented Capitalica's target audience and built separate messaging for each group. The CEO was chosen as the company's spokesperson, since investors respond better to a named person than a company account, and that decision set the direction for the personal branding stage that followed.

A year-long PR plan was built across four communication channels, along with that live and online events were combined for investor outreach so the fund could reach both traditional investors who prefer in-person meetings and newer ones who engage online. Lead generation needed a rethink too, as cold email had stopped working, so LKI moved outreach to automated, personalised LinkedIn messaging sent to a narrowly targeted list, which set up the lead generation stage further down the line.

Stage 2. Personal branding for the CEO

With the CEO set as spokesperson, LKI worked on his LinkedIn presence and media profile early, since a recognised individual behind the fund made every later PR placement and social post carry more weight than a company byline.

His LinkedIn profile was optimised for visibility and credibility first, before any outreach or content went out under his name. He was then positioned for media interviews and thought leadership pieces, appearing in Forbes, Nasdaq, Delfi, The Baltic Times and Verslo Žinios, giving him third-party validation a company page could never generate on its own. That press visibility fed straight into his LinkedIn growth, as new connections from media and events turned into followers, and his profile views rose 120% with a 4x increase in connections and engagement.

LKI proactive PR pitching secured Capitalica’s CEO a cover on Forbes magazine

Capitalica’s CEO got 30K+ monthly impressions with consistently high engagement rates

Stage 3. Social media management

With the CEO's personal brand underway, LKI ran the company page and his personal account side by side, posting four or more updates a month on each, so someone following one was likely to end up following the other too.

Posting patterns were tracked closely to see what actually moved the numbers: personal insights from the CEO and behind the scenes team moments brought in the most new followers, while company news and educational content drove the most page views. Educational posts did better coming from his personal account than the company page, so that content moved there once the pattern became clear.

Tagging relevant people in a post added 1,500 to 2,000 extra views by pulling in viewers from outside the existing audience, and once posting was consistent, LKI tested monthly campaigns to attract new followers, which produced 3 to 6 times higher follower growth during those windows than in normal weeks. Together this pushed total engagement up 300%, followers up 50% in six months, and targeted impressions up 3x.

Stage 4. LinkedIn lead generation

With the CEO's profile built up and the company posting consistently, LKI layered outreach on top rather than starting cold, since prospects were now more likely to already recognise the name before the message landed.

Targeted client lists were built using Sales Navigator, and outreach ran on personalised scripts rather than generic templates, sent to the audience segmented back in the strategy stage. Because the groundwork was already in place, the campaign converted from the first month, reaching a 73.8% conversion rate against connection and reply rates of 42% and 9%, both above standard B2B benchmarks. The same outreach also replaced what had been a fully manual process, saving over 20 hours a month.

After starting to work with LKI, Capitalica quadrupled both conversion and response rates

Stage 5. PR (ran throughout)

Alongside all four stages, LKI secured at least one PR announcement about company milestones and one thought leadership article in business media every month, keeping Capitalica's name in front of investors between major news events. Over the course of the retainer this built into 33 media publications across 6 languages and 14 platforms, with each placement adding to the CEO's credibility and feeding back into both his LinkedIn growth and the outreach team's conversion rate.

LKI PR Team secured 120+ organic media publications for Capitalica

Key findings

• Personal, CEO-led content consistently outperformed company-only posts, both for reach and for follower growth.

• Educational content did better from a personal account than a company one, while company news drew engagement from every audience segment regardless of channel.

• Business leaders, including owners and founders, made up the largest share of the engaged audience by role.

• Timed follower campaigns produced big spikes in growth than steady posting on its own.

• Over 20 hours of work just to find and outreach relevant leads was saved per month just by automating the process.