Our Work
Social Media
Case Study
How Curia Became a Top-Tier CDMO on LinkedIn in One Year
Industry:
Biopharmaceuticals & CDMO
Challenge:
In 2021, Albany Molecular Research, Inc. (AMRI) rebranded as Curia after acquiring multiple biopharma companies and expanding into a global, end-to-end contract development and manufacturing organization (CDMO).
The challenge was to develop and implement a social media strategy that aligned with the company’s new brand vision, bringing its personality to life and increasing brand awareness.
Strategy & Tactics:
We identified LinkedIn as the primary platform to engage biopharma decision-makers. With this insight, we focused on building Curia’s online community and strengthening its industry presence.
By mid-2022, Curia had an established LinkedIn presence, but its engagement lagged behind competitors, ranking 7th among eight key industry players. At the start of Q3, we launched a new social media strategy built on two main pillars:
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Curia’s new brand guidelines – emphasizing a human-centric approach to communication.
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Analysis of past social media performance – revealing that posts highlighting Curia’s people and community generated the highest engagement and impressions.
Both pointed toward the same direction: "Be Human."
"Be Human" was a core principle in Curia’s brand guidelines, reinforcing that while the company is rooted in science, it ultimately serves people. This meant embracing natural, empathetic, and simple messaging—even when discussing complex scientific topics.
Results:
Curia’s refreshed social media strategy—centered on its people and purpose—gave clients and potential customers a stronger reason to engage with the brand, strengthening its market presence.
By humanizing the company’s content, it became more relatable, creating a powerful ripple effect. Employees felt more compelled to share posts, increasing employee advocacy and extending organic reach. Additionally, this approach resonated with senior leaders at other biopharma companies, who were fatigued by traditional sales-driven messaging.
Even though Curia operates as a scientific B2B company, the data was clear: content with human attributes consistently outperformed traditional corporate posts.
By the end of 2022, Curia had risen to the top tier for CDMO social media reach and engagement, surpassing several competitors.
Key Growth Metrics:
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In just six months, Curia moved from 7th place to 3rd place, competing with industry leaders.
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LinkedIn followers increased by 30%, from 40,134 (Dec 2021) to 52,323 (Dec 2022).
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LinkedIn impressions grew by over 1,000%, from 57,599 (Dec 2021) to 639,110 (Dec 2022).
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Data from Jan 2022 - Jun 2022 collected from LinkedIn’s Analytics page.
Data from Jul 2022 - Dec 2022 collected from LinkedIn’s Analytics page.
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Social Media Campaigns
What We Do Matters
Industry:
Biopharmaceuticals & CDMO
Challenge:
Curia wanted to highlight the real-world impact of its work while strengthening employee engagement and enhancing its reputation.
Solution:
We created the concept, planned and executed a storytelling campaign featuring employees whose work had directly touched their lives. For example, the VP of API Sales shared how his team’s API enabled his son’s urgent surgery, while the Manager of Production Manufacturing discovered his mother’s cancer treatment came from his own team’s efforts. These powerful stories were brought to life through a compelling video series, later expanded into a broader social media and internal campaign.
Impact:
By celebrating these personal connections, the campaign reinforced Curia’s commitment to delivering life-changing solutions. It strengthened employee pride, increased engagement, and enhanced the company’s reputation in the industry.
