Ubuntu Summit – Case Study
Global Social Media & Content Lead | Canonical | 2022–2024
🎯 Challenge
Reposition the Ubuntu Summit from a community event into a scalable content engine and global awareness driver for Canonical’s open-source portfolio.
🧠 Strategy
- Rebranded the Summit as a platform-native, evergreen content property
- Built a full-funnel lifecycle: pre-launch → live coverage → recap series
- Integrated ICE testing, modular formats, and vertical-native creative
- Aligned with organizing committee, partners, speakers, and engineering
🛠 Execution
- MC’ed 2024 Summit, scripted and hosted live sessions
- Produced over 75 content assets per cycle: trailers, carousels, reels, quote cards
- Led video-first strategy across LinkedIn, X, YouTube, and Threads
- Collaborated with Dell, Intel, NVIDIA, and Framework
- Built editorial frameworks and analytics dashboards in Sprout + Jira
📊 Results
| Metric | Outcome |
|---|---|
| Engagement Rate | +84% YoY (5.1% → 9.4%) |
| Video Views | +188% YoY in 2024 |
| Reddit Mentions | 4x increase (2022–2024) |
| Top Performing Format | LinkedIn Carousel (10.2% avg ER) |
| Partner Visibility | Summit trended in Latvia; 70+ media features |
📈 Visual Highlights
Engagement Rate Growth
Video View Growth
Reddit Mentions Growth
Format Performance (Carousel vs Video vs Static)
🎥 Watch the Highlights
💡 What Made It Work
- Strategic content modularity
- Cross-functional integration
- Platform-native execution
- Video-first rollout
- ICE Testing for optimization
Read: Ubuntu Summit 2023 Reflections →
💬 Testimonials
“Ahmed’s vision, discipline, and creative execution brought Ubuntu Summit to life across every screen and platform.”
Gloria Quintanilla Manzanares
Head of Communications, Canonical
“I used my voice to remind people that gravity is also a collaborator.”
Ahmed El Sanhoury
Host, Ubuntu Summit 2024
“Ahmed contributed to the success of the Ubuntu Summit with great ideas for engagement, visibility, and outreach. He took initiative, communicated well, and led video production to match the spirit of the event.”
Mauro Gaspari
Community Engineer, Canonical
“Ahmed brought a sense of energy and consistency to our digital campaigns. He aligned product and community across formats with clarity, which really raised the quality of our social presence.”
Thibaut Rouffineau
VP of Marketing, Canonical