Project Overview

Storms Make Trees Take Deeper Roots.

Over a six week period, our company was tasked with creating and executing a social media campaign and social experiment for a client, Life Essentials Institute, (LEI). LEI is a community-based organization that provides tools, guidance, and support for individuals seeking a deeper understanding of who they are and how they can live a more fulfilling life. They were looking to engage with users from all walks of life online, and in such a way that created meaningful discussion, thought-provoking subject matter, and self-contemplation. Our strategy included a series of highly targeted posts, inspirational messages, images, and thought-provoking questions structured and scheduled to build on previous content and escalate over time, using the hashtag: #ItStartsWithMe. Within two weeks, likes had increased by more than 442% and shares had increased by 2100%. LEI’s engagement rate during the campaign was 667% higher than the engagement rate of all pages of a comparable size. Learn more about #ItStartsWithMe below.

letting go

About the Campaign

Online/Interactive | Social Media | 38A Single Platform

From September to October 2015, this unique company was looking to engage with users from all walks of life online, and in such a way that created meaningful discussion, thought-provoking subject matter, and self-contemplation.

Our inspiration for the project initially came from the power of positive social media interactions. It is no secret that bullying and hate often overwhelm much of the internet.

However, it can be equally said that social media can be used for good – connecting long lost friends, faraway family members, and bringing together groups of individuals who want to support and uplift one another. LEI’s followers truly yearned to shine positive light onto one another, supporting and encouraging their fellow internet “friends.” The user interaction was there, the people were out there waiting to be brought together, but no one was tapping into that rich resource – until we came along.

Our strategy included a series of highly targeted posts, inspirational messages, images, and thought-provoking questions structured and scheduled to build on previous content and escalate over time. Our company primed LEI’s followers for a journey through self-discovery and meaning making, and led users to realize that every person’s own journey starts with “me.”

average likes

How We Knew It Was Working

We first knew #ItStartsWithMe was going to be magical when the likes, comments, shares and outpouring of emotions began flooding LEI’s notification center on Facebook. From the first post to the second, likes and shares doubled.

Within 15 days, likes had increased by more than 442% and shares had increased by 2100%.

Thereafter, posts averaged more than 87 likes and 13 shares, with the highest number of likes for a single post coming in at 245, and the highest number of shares coming in at 41. Before starting the campaign, posts averaged 38 likes and only 3 shares, meaning the campaign resulted in an increase of an average of more than 128% more likes per post and an increase of an average of more than 333% more shares per post.

The Results

Organic Reach Increased 300%.

Post reach more than tripled without adding advertising dollars into the mix, meaning the messages amplified themselves without added expense.

Likes Per Post Increased 557%.

The messages resonated. As the number of likes increased, so did the number of people checking out the page, viewing the website, and signing up for journeys.

Shares Increased 333%.

The key in social to move outside your network is through social sharing. By increasing sharing more than 3.3 times, we brought the LEI message to a much larger user segment than was previously able. In all, Total Reach Increased 282%.

Not only did we bring more traffic, we brought better traffic.

Traffic from Facebook experienced one of the site’s lowest bounce rates and was one of the largest sources of new visitors to the site. More than 79% of visitors from Facebook were new visitors to the site, and an even larger percentage came back a second or third time. Visitors from Facebook were 57% more likely to click past the first page than other site visitors.

2125-Percent-Higher

Average Interaction Per Post on a Page this Size: 4

LEI’s Average Interaction Per Post: 89

*Average rate on all pages of comparable size. Source – PostPlanner.com

667-Percent-Higher

Average Engagement Rate*: 1.18%

LEI’s Engagement Rate: 9.06%

*Average rate on all pages of comparable size. Source – PostPlanner.com

The Response From Their Clients

“I love this.”