For years, the team at Grammarly operated with a “small but mighty” mentality, focusing on a single, deeply loved product. But in 2025, the landscape shifted dramatically. Grammarly acquired Coda and Superhuman, launching a new unified vision and product suite under the Superhuman name. This evolution required Maggie Khoury, Social Media Manager, to transition from a single-brand focus to architecting a complex, multi-brand ecosystem that scaled her responsibilities far beyond the original eight social media handles.
With these high-profile acquisitions, Khoury’s team had to ensure total alignment across multiple brands to avoid audience confusion or misinformation. Precision was non-negotiable, requiring Khoury to collaborate closely with legal and communications departments to master the specific terminology required for the transition to appear to flow seamlessly. Furthermore, the team faced major bottlenecks in manual processes. Employees had to manage launch announcements through reactive approaches that included endless Slack threads and fragmented Google Drive links that made it difficult for employees to find and share the most current and accurate news at the right time.
Khoury shared, “We reached this inflection point where we really wanted to be able to share these resources with people in one place… and not have to answer a million Slacks that say, ‘How do I post this?’”
Scaling through advocacy
To navigate this transformation, Khoury needed a more scalable way to empower the workforce she already had. Superhuman implemented Employee Advocacy by Sprout Social to replace their manual workflows, giving the social team a central hub to curate current content, suggest approved copy and provide high-quality assets in a single place that employees could trust and share directly from.
During the brand launch, Khoury and her team worked with internal specialized teams to establish the exact language allowed for sensitive announcements and provided employees with ready-to-share posts that reflected approved messaging. However, for Superhuman’s “always-on” brand content, they simply toggled a switch in Sprout to give employees the flexibility to edit and add their own flair and personal voice to posts curated by Khoury and her team. This ensured that employee advocacy felt organic rather than forced, allowing the brand to show up authentically across hundreds of individual networks.
To ensure the strategy worked, Khoury used Sprout’s Analytics and Sentiment tools to keep a pulse on how the news resonated in real time. This enabled the social team to act as a crucial feedback loop, sharing audience reactions back to the internal teams responsible for external communications and product market-fit and adjusting upcoming messages in real-time.
A wave of global excitement
The launch day for the new Superhuman brand was a masterclass in social coordination. Employees across the globe acted in synchronized motion, changing their company names and sharing personal stories that brought the new brand vision to life simultaneously. Even with the exponential increase in handles and content volume, the transition was executed with total technical and strategic precision. The team managed the high volume of content without a single operational lapse, ensuring the brand’s new identity was protected during its most critical moment of exposure.
The impact of this centralized strategy was immediate and explosive. Superhuman saw a 205% increase in overall social shares compared to a typical month, driven by an empowered workforce amplifying brand content and messages. On launch day alone, one Employee Advocacy post generated over 200 shares from employees, resulting in more than 330,000 estimated impressions on LinkedIn. By prioritizing employee voices, Superhuman extended its reach far beyond the corporate social handles, building immediate trust through professional networks and peer-to-peer connections. At the end of the chaotic launch day, Khoury proved ROI to leadership instantly. Using Sprout, she sent a robust report detailing the performance of the launch before heading to the celebration party.
Even beyond the initial brand launch window, the program has maintained its momentum. Khoury reports that active users in Employee Advocacy continue to increase every month, with employee-led posts reaching hundreds of thousands of unique LinkedIn users.
“Nothing fills my heart with more joy than seeing a Slack thread and someone else in the company who I might not even know replied… ‘Oh, this is in Employee Advocacy.’ That means this is really becoming a part of our company culture,” adds Khoury.
Social as a strategic business engine
With the brand successfully launched, Khoury is focused on building the same deep community for Superhuman that Grammarly enjoyed for 16 years prior to the acquisitions. The team plans to continue using social intelligence to serve every department—from recruiting to sales—proving that social isn’t just a marketing channel, but a business-wide superpower.
Maggie Khoury
Social Media Manager at Superhuman
Ultimately, Khoury views this level of social intelligence as essential to the company’s continued growth and product evolution. By maintaining a constant pulse on the market and translating those insights into business impact, the social team is empowered to act as strategic advisors to the entire organization.