This is the story of how Sami Lampinen, Managing Partner at Growberries, turned an occasional LinkedIn presence into scroll-stopping content that draws attention.
Executive summary
When Growberries partnered with Haamu in May 2025, founder Sami Lampinen had clear goals for the cooperation: build a long-term presence that would keep delivering value over time.What mattered to him was not vanity likes, but:
👻 Direct conversations = meaningful DMs
👻 New contacts outside his existing network
👻 Visibility among top freelance talent considering a move into the Xberries community
Until then, his LinkedIn activity had been limited to occasional updates, with only 15 posts across all of 2024 that reached a total of 49,000 impressions.
In just five months of working with Haamu, the difference has been dramatic. With a steady rhythm of posts drawn from one-hour monthly interviews, Growberries has scaled both reach and relevance.
The collaboration has brought a tenfold increase in publishing cadence (+320%), a fivefold increase in impressions (+559%), nearly four times more reactions (+295%), and six times more comments (+512%) compared to the whole of 2024.
Most importantly, it has created a reliable engine for the things Sami values most: conversations with clients, prospects, and freelance talent. 💜
About the Customer
Growberries is a consulting company focused on CRM and revenue operations. Founded in 2022, the company helps clients design scalable Salesforce architectures and align them with business growth strategies. Alongside its core team, Growberries runs the Xberries network, a pool of top freelance CRM experts.
Key Results
May–Sept 2025 with Haamu vs. all of 2024
Starting point
Before working with Haamu, Sami’s use of LinkedIn was inconsistent. He posted now and then, but without a steady rhythm, it was hard to build momentum.
At the same time, he wanted to see if LinkedIn could work as an actual marketing channel. Compared to paid advertising, founder-led content felt like a far more cost-effective way to build visibility.
This was not just a hunch! Around the world, founder and executive voices have been getting more traction than corporate brand accounts. People want to hear directly from leaders, not from faceless companies, which is why this approach has been trending across industries.
☝️ This became the starting point for the cooperation. Sami wanted LinkedIn to be more than an occasional broadcast. He was looking for a way to build a lasting presence, reach people outside his existing network, and make Growberries visible to the freelance talent he hoped to attract into the Xberries community.
Why Haamu?
Sami knew he wanted a partner who could keep things simple and let his own voice come through. He didn’t want generic posts or something that sounded like someone else.
What he wanted was someone who could 1️⃣ take his thoughts, 2️⃣ shape them into posts that sounded like him, and 3️⃣ make sure they came out with consistency and impact.
That is what Haamu does for him:
👻 Capturing his voice and translating it into authentic posts
👻 An AI-powered, human-in-the-loop process built around one-hour interviews that makes content creation effortless
👻 Analytics to track what works and refine along the way
👻 Strategic planning to make sure his story keeps building over time, not just in single posts
👻 Practical knowledge of LinkedIn dynamics: what works, what doesn’t, and the small things that help messages spread
This setup allows Sami to keep a steady presence on LinkedIn without having to worry about drafting or polishing every post himself. His role is to bring the ideas and then to engage with people once the posts go live: answering comments, replying to DMs, and building the relationships that originate from people getting exposed to his thoughts.
Approach
The cooperation between Sami and Haamu follows a simple rhythm:
👻 One-hour monthly interview
Once a month, Sami sits down for a recorded conversation. The discussion can cover client cases, trends in the Salesforce ecosystem, or his own reflections on leadership and work.
👻 From interview to content
That single hour provides the raw material for a full month of LinkedIn posts. Haamu turns his thoughts into drafts that keep his voice intact and adapts them into different formats: text posts, video clips, images, and more.
👻 Balance of topics
Around 80% of the posts focus on business and technology themes, while the remaining 20% bring in more personal elements such as cycling or everyday observations from e.g. entrepreneurship. This balance makes the content professional yet relatable.
👻 Consistency
Instead of occasional updates, Sami now appears several times a week. The regular presence compounds into visibility and brand recognition.
👻 Analytics and iteration
Each post is tracked for impressions, engagement, and comments. Haamu monitors what formats and topics work best, doubling down on what resonates and doing less of what doesn’t. The insights feed back into planning future interviews, so the story builds over time rather than starting fresh each month.
Results
In the first five months of our cooperation, the difference to “the world before Haamu” has been striking.
The change is visible not only in the numbers but also in the kind of conversations those posts inspire.
Direct messages with prospects and freelancers have become more common, and Growberries is now on the radar of people who might never have discovered the company otherwise.
Key figures (May–Sept 2025 vs. all of 2024):
👻 Posts: 15 → 63 (4.2× volume)
👻 Impressions: 49k → 325k (5.6× growth)
👻 Reactions: 1k → 4.1k (3× growth)
👻 Comments: 76 → 465 (6×, biggest relative growth)
👻 Average impressions per post: +57%
👻 Monthly cadence: 1.3 posts/month → ~16 posts/month
As Sami puts it:
"This has been significantly better than expected. Some posts have brought me tens of new contacts at once.”
And when asked what he values most:
“For me, the real win is when a post leads to a DM, and that DM turns into a client discussion or a freelancer reaching out.”
Want to try it, too?
For Sami, working with Haamu has turned LinkedIn from a side activity into a steady driver of visibility, conversations, and brand building. What started as an experiment in founder-led content has grown into a reliable lever for long-term growth.
Curious how exec-led content could become your growth engine? Let’s talk!
