Case Study: Increasing Awareness Through Animated Social Media

Challenge

The Education Trust, a nonprofit that works to increase educational opportunities for students from low-income backgrounds and underserved communities, was interested in increasing awareness for dual enrollment programs. They sought increased engagement and brand awareness through an organic and paid social media campaign that utilized animated videos and clips.

Insights

At the start of The Education Trust’s campaign, the Louisiana Chapter was a one-man team that didn’t have adequate time to dedicate to achieving their social media goals. Their existing social media strategy largely focused on university student leaders from across the country.

Our approach was to include images utilizing graphic design that potential participants could see themselves in, as well as focusing on Louisiana-specific information. Our Instagram efforts aimed to appeal to high school students while our Facebook efforts focused on appealing to parents, educators, and education advocates to increase awareness of the benefits that dual enrollment could provide.

Solution

In partnership with Online Optimism, The Education Trust’s dual enrollment messaging made 88,361 impressions on Instagram and 863,253 impressions on Facebook. Their paid social media ads were the driving force of traffic to the website, bringing 1,147% more traffic than Google.

To accommodate The Education Trust’s busy schedule we presented a campaign animation plan with predetermined options for the client to choose what they thought best aligned with their goals. From there, we got to work creating animations and clips to include in weekly social media calendars and monthly social media ads, sending for approval throughout the process and allowing for revisions.