Social Engagement, Staff Limits, Creativity, Strategy
Digital Marketing Case Study with Open Doors
Project Overview
131%
Increase in Social Media Reach
119%
Boost in Impressions
34.41%
Increase in Profile Views
| Website | https://www.opendoorsusa.org/ |
| Industry | Nonprofit |
| Value Provided | Improvement in social media engagement |
Project Overview
Do you have exciting digital marketing ideas but lack the resources or bandwidth to actually execute them? Nonprofit organization Open Doors faced these challenges when it came to social media. Not only did they lack staff bandwidth, but they also didn’t have the time to strategize a long-term social media roadmap.
Luckily, they partnered with Big Leap in September 2021, and together, we were able to make their vision a reality. Big Leap’s social media team collaborated with Open Doors to take their Instagram platform to the next level. We leveraged our expertise to optimize their social space, earning them a 119% boost in impressions. Read on for all the details.
Our Strategy
Our Strategy
As our client was in a niche space, we focused on organically reaching Open Doors’ target audience. The goal was to engage their current followers and attract new followers to further bolster the organization’s authority in their space.
Social Audit
The Big Leap social team began by evaluating Open Doors’ current social media strategy and presence. We discovered we needed to help our client build more structure around their social strategy. This entailed mapping out posting frequency and schedule and deciphering the type of content to share on their Instagram platform.
Competitor Analysis
We looked at three of Open Doors biggest competitors to get a feel for the type of social content that was working well and not working well in their industry. Seeing the specific social trends and algorithms helped us identify a specific strategy to target.
Instagram Reels
Our social audit and competitor audit findings indicated that Open Doors needed to improve its engagement rate. We decided to launch Instagram Reels to achieve this.
Setting up Instagram Reels campaign involved:
- Establishing a set posting frequency: Doing so would help our client stick to a more structured content schedule. Our team aimed to post up to two times a week to avoid overwhelming their audience. Instead, we focused on providing one or two quality content pieces each week.
- Consistently studying their social analytics: This would help us identify social habits their audience primarily engages in and when they are the most active on Instagram.
- Creating reels around current events: Reels that perform the best are current events. These types of reels create a sense of urgency and connection with the audience. For example, one of the reels we helped Open Doors create was linked to current affairs happening in China.
“We were looking for help with driving engagement on our social media, especially Instagram, and creating more bandwidth for staff to pursue other content-driven projects. Our biggest challenge was staff bandwidth and the need to think more creatively with Instagram and social media Stories. Big Leap has done an excellent job expanding our Instagram reach, especially our Stories and Reels. They also quickly got up to speed on our unique brand, both editorial, and design, and rapidly made adjustments. They are quick to respond to and adapt to our needs, and it’s a pleasure working with them.”
Lindy
Writer/Editor for Open Doors USA
Results
The Results
By consistently posting current events-focused Reels and finetuning their social strategy, Open Doors earned more engagement.
For example, in April 2022, we saw improvements in:
- A total of 788,837 impressions – an increase of 119% from March
- A total of 18,911 daily reaches – an increase of 131% from March
- A total of 4,605 profile views – an increase of 34.41% from March
The boost our client earned positively impacted their site engagement as well. In May, we saw a 137% increase in website clicks from April.
Reel in More Engagement with Big Leap
If your social media strategy needs more support, Big Leap has you covered. Our dedicated social media team will take the time to get to know your business and audience to craft a customized strategy. Reach out to our team today to see if we’re the right fit for your business.
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