Scapia's LinkedIn had no real strategy yet.

13K followers. Early days. Nobody had figured out what to do with LinkedIn — content was repurposed from Instagram, visual-first and scroll-fast, sitting in a feed where nobody comes looking for fintech. I took over the page when it was still finding its feet.

People on LinkedIn don't want fintech content. They want human stories behind fintech.

Behind-the-scenes posts consistently drove 3x higher engagement than product posts. The audience wanted to know who builds the product, not just what it does. They wanted to think, relate, and feel smart for engaging — not scroll past a credit card graphic.

Built a platform-first strategy from zero.

Content pillars. Tone persona. EGC framework. Editorial calendar. Every post written by me. The tone persona: "A traveller who always ends every conversation with a travel hack."

Culture & People +

Problem: Culture posts on LinkedIn feel performative. Insight: Write from inside the moment, not about it — and people stop scrolling.

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Diwali · By Parneet Kaur

The office feels different this week. Half-empty. Half-excited. Fully bittersweet...

👍❤️👏 316

See post →

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Onam · By Parneet Kaur

There's a specific art to eating Sadya with your hands...

👍❤️👏 451

See post →

Watch: Independence Day quiz video →

Campaigns (LinkedIn-native) +

Problem: Campaign content gets repurposed from Instagram and dies here. Insight: Build for how LinkedIn works — carousels, polls, native formats — not how other platforms do.

Leap Year — Turned a travel programme into a job posting. Carousel, FAQ, polls, video — all LinkedIn-native. Banking partners started requesting to apply.

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Leap Year · By Parneet Kaur

Introducing Scapia Leap Year, a year where you can travel the world. Fully funded by Scapia.

👍❤️👏 228 · 27 comments · 21 reposts

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Leap Year Poll

Still haven't applied? What's actually stopping you?
🔵 Nothing, give me the link — 76%

📊 331 votes

YUH — When every other card says no, we say YUH. Integrated into brand name — "Scapi-YUH."

Making Of / BTS +

Problem: Product launches get announced, not felt. Insight: Show the messy middle — the process, the detours — and the product announcement writes itself.

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Making of Spitha

Mockumentary · 194 reactions

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Airport Privileges

India's first

EGC (Employee-Generated Content) +

Problem: "Meet the team" content always feels staged. Insight: Give people prompts instead of scripts — the awkwardness disappears, the personality shows up.

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Meet the Travel Team

Prompts, not scripts

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Gen Z vs Millennials

We asked our office, and results were WILD. Millennials vs Gen Z: The Travel Edition.

Product Launch Creative +

Problem: Launch posts read like press releases — formal, forgettable. Insight: Treat each launch like a story with a hook, not an announcement with a feature list.

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RuPay Launch

[Creative: "Starting a new position as a RuPay card on Scapia"]

👍❤️👏 278 · 6 reposts

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Summer Release

We turned our office into a movie theater today. Popsicles melting, laughter, pure excitement.

👍❤️👏 230

Community & Travel Stories +

Problem: Fintech brands feel transactional, not relatable. Insight: Turn customer moments into shared stories — suddenly a credit card company has a community.

Customer Connect — 300 reactions. Travel stories EGC. Micro-moments posts that turned transactions into conversations.

The numbers don't lie. But they also don't tell the whole story.

Every post written and published by me. The strategy, pillars, tone persona, EGC framework, editorial calendar — all built from zero.

The real result isn't the follower count. It's that Scapia's LinkedIn became a place people wanted to come back to — not because it sold them something, but because it felt like someone they knew was talking.