Sequoia Capital:
Social Media & Content Strategy

CONTEXT

In October 2021, Sequoia Capital announced a dramatic revamp of how their fund structure would operate. As part of this strategic shift, the storied venture capital fund updated their website, shifting towards narrative storytelling as part of a broader content strategy to build deeper emotional resonance with founders.

OAS partnered with the Sequoia social media team from November 2021 to March 2022 on their social media strategy, translating the fund’s broader content agenda towards social programming and franchises that leverage new tools for community building and founder outreach to drive cultural credibility and secure deal flow.

RESULTS

• Established Sequoia’s core social media strategy and linked strategy both to business objectives and metrics, as well as broader content approach.
• Defined the fund’s programming approach and taxonomy for social media across different audience segments: founders, investors, business executives, press, and fans.
• Set the brand’s social media tone of voice and outlined the channel strategy for social media across the firm’s core priorities — founder relations, thought leadership, recruiting, portfolio awareness, and equity.
• Advised the fund on specific social media initiatives including launching the fund’s first NFT (of their YouTube investment memo); doing a 24-hour crypto meme takeover (which became the company’s most viewed and engaged post of all time); and announcing a new incubator program, Arc.