Case Study
WildAid
With many program areas competing for attention on the organization’s organic channels and small in-house marketing team, WildAid needed a streamlined social media strategy and hands-on-keyboard support to ensure post cadence and accuracy.
The Challenge
WildAid is a much-loved conservation organization with millions of passionate supporters around the globe. Programming spans many impact areas – such as marine protection, wildlife markets, climate, and specific animal conservation efforts – all of which was competing for representation across the organization’s channels and messaging. We partnered with the WildAid marketing team to bring a cohesive strategy and framework to their organic social content and to support their in-house team with day-to-day content execution.
What We Did
- Organic Social Strategy
- Organic Social Publishing
- Community Management
- Organic Social Reporting
The Approach
Our first step was to evaluate audience engagement across all topics and identify five content “pillars” that would elicit maximum audience response and focus content creation efforts. We then documented the optimal posting cadence and volume across Facebook, Instagram, Twitter, and LinkedIn, and provided monthly content “roadmaps” aligning pillars with post content, platforms, and dates. To support execution of this refreshed approach, we collaborated daily with the WildAid marketing team by posting content across channels and engaging with audience comments and questions.
The Impact
Our hands-on-keyboard support allowed the internal team to focus on content development and internal program stakeholder management while our channel experts ensured that content was published to best practices and that the organization’s brand was accurately represented across their owned channels.
After implementing our recommendations for post cadence and volume, WildAid’s organic social channel performance dramatically improved versus the previous quarter:
175%
increase in profile impressions across all channels
75%
increase in average post impressions across channels
152%
increase in total impressions in Feed on Facebook