Testimonial Campign

for instagram

THe

results

Through the campaign RaY's Instagram account reached over 400 followers before the Coldest Night of the Year fundraising event. After the event and through the campaign the Instagram continued to grow to over 600 followers, growing almost 20 times its original size.

Engagement on posts also increased from between 3 and five likes per post to over 50 likes per post through the campaign. Overall, this campaign gave RaY a new platform with a large following in order to gain awareness and fundraising support for years to come.

the context

Resource Assistance for Youth (RaY) is a non-for-profit organisation in Winnipeg with a focus on helping homeless youth in Winnipeg. In terms of their marketing and social media presence, they have a large following on Facebook that is useful in galvanizing support for their cause.

With that said, their instagram account was not able to gain the same traction with only 35 followers. Approximately five days before their largest annual event, Coldest Night of the Year, I was asked to grow their precence on Instagram.

The IDEA

Build awareness and support for Resource Assistance for Youth in a creative and positive way. Through a three step process of building a base of followers, providing live updates of the event, and produce creative content after the event to create more positive associations with RaY and the Coldest Night of th Year event.

Step 1: Growth

Grow @Raywinnnipeg from 35 to over 300 followers before their major annual Coldest Night event. This would have to be done in a matter of days in order to have a large base before the event.

Step 2: Go Live

Live updates of the event exercising the latest updates on Instagram of Instagram stories and Live videos. This allows RaY have greater engagement and attention around RaY and the Major event during the event.

Step 3: Engaging Content

Use the content collected

during the event to curate instagram specific posts. This was done through

Photoshop design and editing, highlighting an appealing quote from

each interview.

the

execution

ENGAGEMENT

Growth of the account was achieved through targeted and extensive engagement on Instagram. This involved engaging with followers of other non-profit organisations in winnipeg through liking their post, leaving relevant comments on their posts, and following.

CREATIVE POSTS

A theme was developed that would clearly display text in a bold and interesting fashion. This theme is also consistent with the bold design that RaY has on their website and other promotinoal material. These post were also sized and design to be specifially effective on instagram.