social media strategy, audience targeting, channel strategy, event strategy, COVID-19 response strategy, thought leadership, community management, design, copywriting, paid social, analytics and reporting, social listening

Social Media
From The Ground Up

Peep what
we're up to
Peep what
we're up to

The Challenge

Our client, a $70B, Fortune 1000 medical technology company that pioneered robotic surgery, had proved out the market over the previous decade and was beginning to see new market entrance by established brands like J&J, Medtronic, and Google. Building their own brand was historically a lower priority, which was all well-and-good when they were a one-product-company and the only player in town. With a newly invigorated marketing push and the creation of their social media department, they sought out an agency to build their global social capabilities from the ground up.

Our Approach

Brand value is more important now than ever before. Alongside our forward-thinking client, and with significant internal headwinds, we built a global social media capability, matching business priorities and strategic opportunities with actionable social media strategies. This was a 360º social media engagement with a well-resourced client of one throughout 2019 and continuing into the current year. We developed teams for daily community management, organic social media, paid social media, creative design, project and account management, as well as analytics and reporting.

Extension of In-House

Our client was a team of one, so we knew we would need to integrate and act as her extended team. We interfaced with product managers, creatives, data analysts, event coordinators, sales leaders, VPs, territory managers, legal, regulatory, clinical and public affairs, and talent acquisition, not to mention their not-for-profit arm and partner organizations like the American Lung Association, Red Dot Design Award, and Robotic Bariatric Collaboration.

Concept to Creative Execution

As a full-service creative agency, we jumped right in with creative concepting, campaign strategy, and design production, to bring their valuable content to life. To ensure consistent look-and-feel, we built out social media design guidelines and templates that translated Intuititive’s brand standards into the social realm. Always following the data, we analyzed our previous campaigns to ensure our current and future content had messaging and graphics optimized to succeed.

Social Media Community Management

Social media is a two-way street, so beyond posting, we also developed a team to consistently engage with our community members. After building out reporting templates, review processes, and engagement responses, we utilized enterprise social listening tools to track notable mentions and propose engagements daily. Syncing with the Global Public Affairs team, we even took on issues and crisis management, developing social listening and reporting initiatives to escalate notable content.


We spent many thousands of hours building a smart, best-in-class social media capability that leveraged Intuitive’s internal teams and positioned the company for international growth. From organic content to paid targeting, numbers don’t lie.

Here's Some of Our 2019 Highlights:


"As a team of one developing a global social media capability for a global technology leader in minimally invasive care, I couldn’t ask for a better partner than CROWN. From strategy to execution, campaign development and smart paid tactics for niche audiences, social listening to meaningful reporting; they are nimble experts who have consistently delivered beyond expectation in dynamic and thoughtful ways.”
Senior Manager, Corporate Social Media
Intuitive Surgical