MongoDB: Empowering Developers With Social-First Content
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3.4M+
Impressions in a single quarter
103.5%
Increase in LinkedIn engagement rate
8.7%
Average engagement rate
See how we repositioned MongoDB from “database company” to AI-powered developer platform
Overview
MongoDB is one of the world’s most popular document database providers, trusted by over 50,000 customers and millions of developers globally.
Following the release of MongoDB 8.0 in 2024, the company needed to evolve how it communicated both innovation and enterprise-grade scalability.
The Challenge
To support the launch of powerful new AI capabilities and reach a global audience, NoGood came on board to help craft a social-first content strategy that resonated with a global audience and supported key business initiatives.
- Strengthen MongoDB’s position in a rapidly evolving AI landscape
- Combat legacy perceptions and highlight the product’s transformation
- Leverage curated content from real users and internal teams
- Ensure a more equal representation of the global developer community
Services
Content Strategy Development
Social Media Management
Persona Research & Content Creation
Event Content Strategy
Thought Leadership Positioning
Employee Advocacy Content Development
Analytics & Community Insights
Creative Content Production
Strategy
The Breakthrough Insight: MongoDB’s biggest asset wasn’t its technology features—it was its community of passionate developers already building incredible things.
Instead of creating more product-focused content, we shifted to a community-first strategy that positioned MongoDB as the platform where innovation happens. Our approach centered on three core pillars (with one strategic pivot):
We tapped into the lifestyle and experiences of real developers, creating content that felt authentic and relatable. From humorous takes on developer struggles to celebrating community wins, we made MongoDB feel like a movement, not just a product.
Major moments like MongoDB.local events and the NASDAQ announcement became opportunities to showcase the global community and demonstrate MongoDB’s industry leadership.
Rather than abstract AI discussions, we showcased real customer implementations and breakthrough use cases that proved MongoDB’s AI capabilities in action.
We discovered that developer-focused content with humor and authenticity dramatically outperformed traditional corporate messaging. Text-only posts on LinkedIn celebrating developer experiences drove some of our highest engagement rates.
How We Worked Together
We conducted deep stakeholder interviews across MongoDB’s leadership to understand the core challenge: developers knew MongoDB but didn’t understand its AI transformation. This insight shaped our entire approach.
Through social listening and developer community analysis, we identified that MongoDB’s most engaged content came from authentic developer stories, not product features. We built content frameworks around three successful buckets: Developer Community, Product Ecosystem, and Customer Focus.
We developed distinct strategies for each platform – LinkedIn became our developer community hub with text-only relatable posts, X focused on real-time industry conversations, and Instagram showcased the visual side of developer culture and events.
During major moments like MongoDB.local events in India and London, we created comprehensive content strategies that brought global events to life for followers worldwide, generating significant engagement spikes.
Monthly performance analysis revealed that developer-focused content with humor outperformed product-focused content by 40%+, leading us to double down on community storytelling and authentic developer experiences.
Results
Community Engagement Success:
- 148,748 total engagements – exceeded annual goal by 19%
- 3.4M+ impressions in Q3 2024 with 8.7% average engagement rate
- All platforms exceeded engagement rate goals – LinkedIn (1.5% vs 1.27% goal), X (1.49% vs 1.34% goal), Instagram (5.63% vs 1.25% goal)
Platform-Specific Wins:
- LinkedIn: 103.5% increase in engagement rate – became our primary developer community hub
- Developer Community content averaged 9,870 impressions – highest performing content bucket
- 2.5M LinkedIn impressions in Q3 (+30.8% growth) with 11.7% engagement rate
Content Performance Breakthroughs:
- Text-only relatable posts drove highest ROI on LinkedIn and X
- MongoDB.local event content generated massive engagement spikes across all platforms
- Brand celebration posts positioned company success as community success
Strategic Positioning Achievement
- Successfully repositioned MongoDB from “database company” to “AI developer platform”
- Established authentic voice in developer community conversations
- Created sustainable content framework for future product launches
3.4M+
Impressions in a single quarter
103.5%
Increase in LinkedIn engagement rate
8.7%
Average engagement rate
Top-performing creatives
Squad
Marina Chilingaryan
Senior Brand & Community Strategist
Helena Yang
Senior Creative Director
Quinn Sherr
Content Creator
AJ Moser
Senior Community Manager
Thea Portnoy
Community Manager