Client Spotlight - Book Launch with Dr. Renu

Meet Dr. Renu Ann Joseph and Bobbie Shrivastav, the visionary creators behind The Super Ys and Zs and valued clients of ours. As founders and CEOs of their own tech companies, they set out to build a platform that shares inspiring stories, fosters intergenerational connection, and amplifies diverse voices in business. Together, Bobbie and Dr. Renu are championing a simple but powerful message: today’s young changemakers are tomorrow’s leaders, already shaping the future.

To support the launch of The Super Ys and Zs and spotlight the founders featured in the book, our team executed a focused one-month Instagram campaign. We offered this campaign entirely pro bono because we believed deeply in the mission behind the project. Over the month, we produced and published nine posts, including an introductory graphic, launch highlights, and a series of company spotlights that celebrated each founder’s story. We wrote all captions with their audience in mind, designed a custom intro graphic featuring Dr. Renu and Bobbie, and managed all scheduling, tagging, collaborator additions, and weekly approval workflows to ensure a seamless rollout.

The results reflected the power of purpose-driven storytelling: Instagram views rose from 127 in September to 8,576 in October, which is a 6,652% increase month-over-month. This was achieved through steady weekly posting and close alignment with feedback during a fast-moving launch window.

On behalf of her and Bobbie, here is what Dr. Renu shared about The Super Ys and Zs and about working with us on this campaign.

Can you tell us a bit about The Super Ys and Zs and what inspired this project?

“Bobbie and I are serial entrepreneurs in the tech space, and we have spent quite some time in the insurance space where there is a talent shortage. There, the experienced workforce is leaving and insurance is not something where the younger generation walks in, loving it. We have used the stories of these inspirational founders-some of them in insurance to incentivize the younger generation to fill those soon to be empty spaces. Fintech is more innovative than insurtech in terms of timelines, however some of the fintech companies are attacking some persistent problems with technology. We want to inspire the younger generation to take on the mandate of change by themselves.”

What was your main goal in promoting the book’s launch on Instagram?

“We want to reach the younger demographic who is more on IG.”

Why was it important for you to spotlight the founders featured in the book?

“Companies, at the end of the day, are a sum total of the people that run them. The value system and the ethos of the companies comes from the founding team. It is therefore important to highlight them.”

How did you first connect with our agency, and what made you decide to partner with us for this campaign?

“We love Emporia Meng's drive, vision, passion and execution.We also love your finish and use of colors- we are both very color driven persons- and we love the feel of your work. It is like a classical piece played in the still of night- it resonates with its sharpness and clarity.”

Since this was a pro bono partnership, what did it mean to you to have a team believe in your mission enough to contribute their time and expertise?

“All my interactions with the team have been exemplary from before the campaign, so we trusted the team to share our values through their work. And it has been a great journey with Sense of Agency - honest, affordable and invigorating!”

How do you feel this Instagram campaign helped advance awareness of The Super Ys and Zs?

“Our founders, some of them who are on IG, have passed on the campaign through their feeds. The Momentum Series is continuing to have visibility on IG- which is very important for brand building- for Bobbie & me, for the founders and their companies!”

Looking ahead, how do you hope to continue building on the momentum from this campaign?

“As these founders grow their companies, we want to amplify their milestones over time- Momentum on Momentum is where growth happens!” 

What advice would you give to other founders or authors looking to promote a purpose-driven project?

“Follow your heart and your gut, and execute as if tomorrow depends on it.”