Campaigns
mut.agency
Background
mut.agency is a creative studio based in Innsbruck, traditionally known for high-end design work. In response to shifting market demands and increasingly complex client needs, the agency underwent a strategic transformation, evolving into a brand and business strategy partner. The repositioning was driven by the recognition that design alone was no longer enough to deliver real differentiation or long-term business impact.
This shift aligned with a growing gap in the DACH market: few agencies were combining strategic consulting with execution. Inspired by U.S.-based strategy firms, mut.agency introduced a new offering that put strategy at the center of the creative process.
Client: mut.agency
Scope: Digital campaigns and organic posting
Duration: June 2025 – ongoing
Channels: LinkedIn, Meta and Google (Search)
Markets: Austria
The Challenge
With the rise of AI, design was no longer a stand-alone differentiator. Businesses were looking for strategic clarity, positioning guidance and tools to align internal teams. mut.agency needed to redefine its value proposition, communicate the new direction clearly, and attract the right audience, decision-makers open to long-term, strategic partnerships.
Key hurdles included:
– A limited, niche audience (mostly CEOs, founders, marketing and brand managers)
– A relatively high-ticket service offering requiring a longer consideration phase
– Reaching and educating a segment unfamiliar with the value of strategy-first branding
Strategic Response
The core of the transformation was a new service model: a series of 3-day client workshops designed to uncover positioning, differentiation opportunities and strategic direction before any creative work began. This model provided structure, clarity and a way to align stakeholders around shared goals.
Alongside the service model, the agency redefined its identity around two brand archetypes: Rebel (disruptive, bold) and Sage (structured, thoughtful). This duality was translated into the brand’s visual language using spray-paint textures and a custom typeface, balancing raw creativity with depth.
The agency’s website was redesigned to reflect this shift, placing strategy front and center, clearly outlining the process and showcasing client outcomes beyond visuals.
Execution
– Paid campaigns were launched in June targeting CEOs and Marketing Managers using detailed job-title targeting.
– Early learnings showed high CPMs and low conversion rates, which made it clear that paid LinkedIn ads didn’t justify long-term investment for this particular offer.
– We shifted focus to organic content, centered around individuals in the agency rather than the company page.
– Regular posts included behind-the-scenes content, insights from client workshops, short articles and strategic thinking in action.
– Engagement and reach were significantly higher when content came from individuals, confirming that people connect better with people than with logos on LinkedIn.
Google Search
– Performance was stronger on Google Search, where leads came in through targeted campaigns based on specific keywords tied to brand strategy, repositioning and branding workshops.
– We continuously A/B tested landing pages and messaging variations to improve CTR and engagement.
– Tight targeting ensured that we reached a narrow but relevant audience to keep cost-per-lead within budget expectations.
LinekdIn Ads
Google Search Ads
Results
While still in early stages, the repositioning is proving effective in attracting a more qualified, strategic audience. The agency has already closed several leads from Google Search and continues to build brand equity through consistent, authentic thought leadership on LinkedIn.
Key Learnings
– LinkedIn paid ads aren’t efficient for this type of offer, but it’s an essential platform for organic content and thought leadership.
– Company pages underperform, people engage more with individual profiles.
– Google Search is the strongest lead source especially when paired with clear offer landing pages.
– Narrow targeting is key. The target audience is small, so the campaign had to be tightly controlled to get quality leads.
– Behavior tracking (ex. scroll events) provided actionable insight into what content resonated and what didn’t.
To see more content on LinkedIn click here.
