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Social Media
Strategic Campaigns That Just Make Sense
Build Community Through Real Stories from Real People (Gift of Life Marrow Registry)
The Ask: Feature stem cell donors and transplant recipients whose lives were saved through the "Gift of Life".
The Delivery: Recorded raw footage of donors and cancer survivors telling their stories. Added text on-screen captions, music, and title slides for social media publication.
The Result: The above posts saw higher-than-average organic views and engagement. Alex's and Anna's donor videos performed so well that they were pinned to the top of the companies Instagram account for multiple months each.
Raise Awareness & Boost Followers (Keen to Help)
The Ask: Design social media content to help "Keen to Help" grow their brand awareness and following.
The Delivery: Created Instagram Reels & TikToks to educate viewers about the company's purpose.
The Result (over 3 weeks): Increased accounts reached, video views, profile visits, and engagement rate.
Instagram:
- Reached 778 accounts (617 non-followers)
- Generated 129 profile visits
- Achieved a 10% engagement rate (average rate on platform for all industries: 1% (reference below)
TikTok (as a new account):
- Video Views: 967
- Profile Views: 40
- Engagement rate: 5.7%
Spearhead New Awareness Campaign
(Gift of Life Marrow Registry)
The Ask: Develop and launch a new campaign around LGBTQ+ donor eligibility.
The Delivery: Conducted focus groups and generated UGC from supporters of this community.
The Result: Grew awareness of LGBTQ+ donor eligibility, advocacy within this community, and 31 newly registered donors from the campaign from this four week long campaign.
Promote & Sell Golf Package
(Explore Fairways)
The Ask: Design digital content to help "Explore Fairways" promote a golf trip.
The Delivery: Created graphics & video to persuade customers to buy the golf package.
The Result: Graphics and video were used in social media and email marketing campaign. This work served as a template for future promotions.
Event Promotion & Recaps
(Gift of Life Marrow Registry)
The Ask: Promote upcoming events and recap recent events to generate ticket sales.
The Delivery: Created and directed videos showcasing highlights from past events with video narration from "Gift of Life's" Director of Development.
The Result: Miami Beach video earned the top pinned post on the companies TikTok profile due to record engagement. All videos helped drive traffic to event webpage for ticket sales.
Donor Recruitment
(Gift of Life Marrow Registry)
The Ask: Produce entertaining and inspiring content to advance the organization's main goal of growing the stem cell/ marrow donor database.
The Delivery: Created videos intended for various audiences to encourage action related to adding new donors to the registry.
The Result: Posts generated high engagement and clicks to join the registry.
Provide Valuable Resources for Target Audience (Cohesion Education)
The Ask: Share helpful articles and information for busy parents who want to support their young child's educational experience.
The Delivery: Created infographics to provide immediate value and guidance for more info.
The Result: Saw an increase in engagement and link clicks.
Create & Sell Compelling Digital Art
(Gottlieb Visuals)
Summary: Started a digital art & design brand to showcase personal projects. Saw an opportunity to monetize based on social listening on multiple platforms from a community developed from 0 to 400. Delivered custom digital art pieces to clients and sold designs on Redbubble as various physical products (clothing, print materials, home goods, etc.).
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