Entry Details

About the Entry

Category: 
Overall Excellence > Social Media Account of the Year

Title of entry: 
Packaging OEM LinkedIn: Multimedia Digital Storytelling for the Packaging Industry

Issue or Publication date:
https://www.linkedin.com/company/packaging-oem/

Publication name: 
Packaging OEM

View Website home page:
https://www.packagingoem.com/

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Entry Essay: 
Through digital storytelling, Packaging OEM’s LinkedIn captures an industry that’s always in motion.

Launched by WTWH Media in June 2024, the digital-only publication writes original reporting and creates multimedia to bring the full packaging ecosystem together. Our audience includes machine builders, manufacturers, and technology and component suppliers.

Like the packaging industry itself, Packaging OEM’s LinkedIn underwent a steady transformation in 2025. Sitting at 115 LinkedIn followers in December 2024, we evolved the account in 2025 into a standalone digital storytelling platform. The goal was not simply to share articles, but rather to bring packaging, automation, and the people behind those solutions to life through motion-driven multimedia reporting.

Our strategy centered on visual elements, consistent voice, and community engagement. Over the course of 2025, we intentionally tested posting cadence at low and high frequencies to evaluate audience response. Tracking performance with UTM links kept us closely tuned to audience engagement and how we adjusted our approach. We replaced traditional link posts in favor of motion-first methods, including video recaps and demonstrations, graphics, and GIFs that live and loop indefinitely on the internet.

We refined trade show coverage to match our online-first audience. Incorporating popular music and timely topics, we shared complex automation concepts in a way that could be communicated quickly and memorably in a feed environment where static links often go unnoticed.

The shift produced measurable growth and behavioral change. In 2025, the account gained more than 1,300 organic followers, representing more than a tenfold audience increase in a single year. More importantly, engagement evolved from passive reactions to active participation, with an emphasis on re-posts and comments from industry experts and OEMs themselves.

At its peak, nearly one-quarter of PackagingOEM.com’s online traffic came directly from organic social activity, showing that engagement on LinkedIn not only happens on the platform but also drives readers to our publication’s original reporting.

As the year went on, the impact grew beyond Packaging OEM’s owned audience. Automation, robotics, and machinery suppliers such as FANUC America, Schneider Electric, Morrison Container Handling Solutions, and the Flexible Packaging Association created their own posts directing followers to Packaging OEM’s content. This third-party amplification shows that our editorial framing and reporting resonated strongly enough for industry leaders to share with their own audiences.

With Packaging OEM’s account, we intentionally reshaped what a trade publication’s LinkedIn page can be through multimedia editorial coverage.

Currently, the page serves as a destination where packaging professionals simply don’t receive news. They see their industry in movement and recognize the people behind the technology, while participating in ongoing digital conversations about packaging and automation.