Datarails’ innovative LinkedIn campaign, ‘How we won the engagement race for finance leaders,’ won Gold in B2B Most Creative Social Media at The Drum Awards. This campaign creatively transformed LinkedIn into the #1 B2B social media follow for CFOs and FP&A professionals, achieving high organic content engagement and increasing relevant prospects mentioning Datarails’ LinkedIn activity by over 100%.
Datarails is a B2B financial planning and analysis (FP&A) solution for CFOs and the FP&A function.
Sounds boring?
Think again.
Datarails has made their LinkedIn company page the #1 B2B social media follow for CFOs and FP&A (financial planning and analysis) and Treasury professionals. Our social media aims to change the conversation for CFOs and finance leaders.
This campaign saw us successfully become the most engaged LinkedIn company page for CFOs and FP&A (using creativity). The campaign was undertaken between August 2024 to September 2025. We successfully hit our two core objectives:
- Objective 1: In 2025, achieved the highest LinkedIn organic content for FP&A and CFOs across all 10 major competitors (as corroborated by LinkedIn’s analytics). Engagement = The total number of interactions on your posts, which includes clicks, reactions, comments, and reposts.
- Objective 2: Datarails organic strategy to achieve an increase from 10 prospects in 2023 to 100 relevant prospects in 2025 who mention Datarails’ LinkedIn activity as part of their consideration journey. In the past year, Datarails over-achieved on this - with 111 explicitly mentioning Datarails content on LinkedIn as a consideration in their knowledge of the brand and buying journey.
How did they do it?
- Introducing the first ever mascot for the CFO's Office (meet Bob Sheetner) - viral TikToks of 112k views and a loyal following on LinkedIn for Bob Sheetner. Bob Sheetner's LinkedIn profile has hit more than 800 followers in 3 months and getting 2k impressions per post.
- Protest movement online 'Save Our Sheets' fought back against online LinkedIn influencers who say Excel is dead (Excel is dead. Use this instead). Bringing out all lovers of Excel (“Make Sheets Not War”) on the streets of America. This united all lovers on Excel on LinkedIn with more than 50 comments from those in our ICP.
- Top 41 Finance and FP&A influencers – using AI to render the LinkedIn images of 41 top finance influencers to follow in vintage comic book style.
- 'Movies but make them Finance' (Forecast Gump, CAPEX Fear, Budget Begins, Opexheimer) Bringing out the creative movie lover in every finance pro. 260k impressions, 110 comments.
- 'Datarails contains spoilers' with celebrities (from stars of Cobra Kai, to Dexter) revealing the spoilers for their show (just like Datarails does for your business - predicting untapped opportunities in your numbers).
- Celebrating finance leaders who think differently: stories generated from the Office of the CFO Awards 2025 hit 200 more than 100,000 impressions.
- Bringing together 6 Excel and FP&A influencers in a house in Portugal to create content created anticipated content.
The secret is deep understanding of our audience and only producing ideas that will resonate with our audience in terms of frustrations, challenges, and opportunities (and giving them a chance to enjoy the wonderful life being in the CFO's Office). Come and check us out: linkedin.com/company/datarails
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