RE:ACT is a humanitarian charity, responding to global disasters offering aid and support. They came to Make for help unlocking the potential of their owned social channels, to drive engagement and advocacy.
Their core challenges were the strength of their brand identity, audience understanding and inconsistent social content.
To help them with this, we looked to increase engagement, sessions and following, with the aim of facilitating donations and volunteer applications as a medium term goal.
We kicked off our work together with a discovery workshop with all stakeholders to fully understand RE:ACT, their challenges and their short, medium and long-term objectives.
To address these, the Make team devised a strategic approach to achieve their growth targets, by unlocking the potential of their organic social channel.
We started by introducing a refresh of their brand identity and TOV, in-line with our audience analysis. This entailed a detailed review of existing content, identifying topic pillars to give structure and narrative to the channels. We then created our content plan, leveraging existing insight and our social tool Sprout to recommend frequency and timing of posting.
From an organic social media perspective, Make introduced a more planned way of scheduling social media content to add enhanced structure into their social media strategy. This involved creating social content that could easily be moved should something more pressing and timely need posting. We also created tailored content for each channel, rather than repeating content across them all, which was a huge focus point from the RE:ACT team.
Video was a crucial element of the new approach, especially in terms of showing the human face of the work RE:ACT does.
Make encouraged the RE:ACT team to encourage their volunteers on the ground to film more video content showcasing their work and we also our own video content to support this.
Lastly, we introduced Instagram stories to add direct CTA’s for sign up links and donation encouragement. We used these for key audience analysis, with polls asking questions such as whether our audience wanted more information on becoming a volunteer. The responses to these polls were used to reach out to those who engaged, encouraging sign ups.
With a stronger brand identity, and an increased quality in content the organisation experienced impressive social growth.
Over a 3 month period, we drove 32% more users to the RE:ACT site and a 41% increase in sessions, direct from their owned social channels.
We had a 170% increase in followers, 63.6% increase in impressions, 37.2% increase in profile clicks and 83.5% increase in engagement.
