Meet the Client:Elsevier India is part of the global Elsevier brand — a leader in scientific information and analytics. It supports researchers, healthcare professionals, and institutions across India with trusted content, data, and tools. With over 140 years of publishing legacy, Elsevier continues to drive innovation in science and medicine.The Brief:To build and scale Elsevier India’s Instagram presence with the following goals:
Strengthen brand visibility in India’s academic, research, and healthcare communities
Create a distinct and consistent social voice aligned with Elsevier’s global mission
Drive meaningful engagement among Indian researchers, educators, and students
Bridge the gap between Elsevier’s scientific value and its digital presence in the region
The Challenge:
In early 2024, the Elsevier India page had just 4,600 followers and minimal engagement
Despite the brand’s global stature, social awareness in India remained limited
Engagement levels were inconsistent, and the community lacked two-way interaction
Needed to appeal to a younger, digital-savvy Indian audience without losing scientific credibility
The challenge was to make academic content visually compelling, localized, and relevant
Platforms Used:Instagram (primary) | LinkedIn (support) | Meta Ads (light push during key moments)What We Did:We focused on three strategic phases: Foundation, Engagement, Growth
Establishing a Strong Digital Foundation
Refreshed the official @ElsevierIndia handle for regional identity
Introduced a modern visual language tailored to Indian science and academic culture
Developed a content grid that fused Elsevier’s global brand palette with localized imagery and data
Key themes included: India in Research, Women in STEM, Author Voices, Science in Real Life, Academic Tips, Influencer
Building a Content Engine & Community
Created a 30-day rolling content calendar, syncing with academic cycles and science events
High-performing formats included carousels (research tips, journal facts), reels (campus features, student testimonials), and quote cards
Launched interactive Stories — polls, quizzes, AMA with editors, and “Mythbusters” around research
Anchored all content to Elsevier’s core purpose: enabling knowledge to empower progress
Driving Organic Growth & Thought Leadership
Partnered with Indian researchers, professors, and students for UGC and testimonials
Ensured synergy between Instagram, LinkedIn, and Elsevier India’s web resources
Ran light paid campaigns around major science events like National Science Day and Researcher Awards
Promptly responded to DMs, comments, and tagged posts to foster a two-way community
Results:Grew followers organically from 4,600 to 6,700+ — a 50% increase within 9 months
Achieved average post engagement rates of 8–12%, beating industry norms
Drove measurable traffic to author resources, webinars, and submission pages
Built a repository of over 300+ high-quality, India-relevant science and academic social assets
Increased mentions and reshares by Indian research institutions and academic leaders
Positioned Elsevier India as a credible, engaging, and empowering digital brand for the academic community
