CASE STUDY | SOCIAL MEDIA

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The Client

The National Advertising and Benevolent Society (nabs) is a unique charity specifically designed to support the health and well-being of all individuals in the media, marketing, and communications industry in Canada.

Objective

As social media continues to adapt and evolve, nabs is constantly finding ways to reach those who may need their services. As their demographic’s interests and challenges change, so too should their Social Media strategy. Essentially, we wanted to figure out how to best advertise and communicate the many facets and resources of nabs to those who need them the most, in addition to increasing general brand awareness. Overall, we created three main goals when devising their updated Social Media Strategy:

1.     Increase Online Donations

2.     Raise awareness, and

3.     Educate

Solution

Increasing Online Donations

RE-TARGETING

Created ongoing ad campaigns with Facebook and Google that targeted specific pages on the nabs website to strategically funnel website traffic and increase conversion rates.

SPOTLIGHT SERIES

We decided to pinpoint our most frequent and generous donors and focus on why they felt the desire to donate to nabs.

With nabs representing so many agencies and firms across the country, it was imperative to show how a donation to nabs is essentially an investment in the human capital of the media, marketing, and communications industry.

TEXT-TO-DONATE

Devised a limited-time donation-matching campaign to incentivize immediate donations.

Sociable Media facilitated this process, to make it as easy as possible.

EDUCATION & AWARENESS

We decided to pinpoint our most frequent and generous donors and focus on why they felt the desire to donate to nabs.

With nabs representing so many agencies and firms across the country, it was imperative to show how a donation to nabs is essentially an investment in the human capital of the media, marketing, and communications industry.

Results

This Social Media campaign that began in January 2020 has led to an astronomical improvement in nearly every key performance metric. When we compare the performance of nabs’ social media accounts in the first six months of this year to that of 2019, the results speak for themselves.

Facebook: Engagement increase of 243%; Increase in impressions by 1067% (1.7M); Brand awareness improvement of 102%.

LinkedIn: 60% increase in engagement; 24% increase in impressions; 20% increase in followers.

Instagram: Decrease in Engagement by 18%; 600% increase in impressions; 16% increase in followers.

The dramatic increase in Facebook performance can be partly attributed to a very successful ad campaign that ran from January-June, encouraging the public to donate and help one of the industry members’ daughters receive lifesaving treatment—something we are incredibly proud of.

At the same time, the statistics show that there is a significant increase in Social Media performance across platforms. Sociable Media was forced to continually adapt the social media strategy to reflect the current social climate; as COVID-19 began to worsen and the industry began to see an increase in layoffs, the need for nabs’ services to be promoted en-masse was greater than ever.

The Sociable Media team takes pride in knowing that we are able to play a small role in maintaining the wellbeing of the individuals in the media, marketing, and communications industry.

Need Help?

Whether it’s revamping your social media content, modernizing your business’ brand, or just improving your overall digital marketing efforts—we want to hear about it! Book a FREE 15-minute consultation with one of our experts to help us better understand your business and your goals.