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The Solution

RKD Group developed a three-step strategy for Children International (CI) that focused on aligning their brand with their social media messaging: 

• Gathering information on supporters’ topics of interest 

• Analyzing top-performing content across Facebook and Instagram 

• Implementing branded hashtags to drive attention to key topics 

We started in 2021 by hosting quarterly feedback questionnaires via CI’s Instagram Stories. This allowed us to continuously monitor and identify reoccurring themes, preferences and input from our audience. With this information, we were able to better tailor our social content toward what is most desired by their supporters and, in turn, what would be the most engaging content.   

We also conducted an in-depth analysis of their top-performing content across Facebook and Instagram. Three key themes resonated most with the audience: 

• Female success stories that celebrate the achievements of women within their community. 

• Transformation narratives showcasing the journey of sponsored children from their early years to adulthood, highlighting their personal and professional growth. 

• Impact-driven content emphasizing the positive influence of sponsors on children, their families and their communities. 

Using these themes as our foundation, we developed targeted social media series, complete with branded hashtags: 

• #WednesdaysForWomen celebrates female success stories 

• #CITransformation showcases transformation narratives of sponsored children 

• #MultiplyGoodMonday emphasizes the impact that sponsors make 

The strategic use of branded hashtags proved to be a valuable tactic for the organization, enabling the audience to become more familiar with the content while also serving as an effective tool for internal discovery and streamlined reporting. 

The branded hashtag strategy also led to:  

• Enhanced brand recognition – The branded hashtags create a sense of community by allowing followers to participate in conversations, share their experiences and engage with CI’s content. 

• Organized and categorized content – Hashtags helped CI’s audiences easily find specific types of content, making discovery more efficient. 

• User-generated content (UGC) promotion – Encouraging supporters to use branded hashtags increases visibility and authenticity as real users share their experiences and endorsements. 

• Improved tracking and analytics – Branded hashtags provide a structured way to measure campaign performance, track engagement and assess audience sentiment over time. 

• Boosting reach and discoverability – A well-promoted branded hashtag can extend the reach of content beyond existing followers, helping attract new audiences. 

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The Results

By consistently sharing these stories over the years, the organization has fostered deeper audience engagement, strengthening their connection with supporters and driving meaningful interactions across their social platforms. 

The engagement numbers continue to grow, even three years later. Here is a look at the year-over-year growth from FY23 to FY24:  

• 114% increase in Facebook content interactions (engagements)  

• 211% increase in Facebook profile visits 

• 167% increase in Facebook reach  

• 100% increase in Instagram content interactions (engagements) 

• 86% increase in Instagram profile visits  

• 153% increase in Instagram reach 

Our feedback questionnaires have also consistently demonstrated the impact of our social media strategy in strengthening audience connection and engagement: 

• January 2022 Feedback Questionnaire: After approximately six months of implementing the branded hashtag series, 95% of Instagram participants stated that our organic social content deepened their understanding of the client’s programs and impact. 

• November 2023 Feedback Questionnaire: 100% of Instagram participants rated their sponsorship experience as “100% Satisfied,” highlighting the effectiveness of our content strategy in fostering donor engagement and connection. 

Additionally, the branded hashtag series has consistently ranked among the top-performing posts over the past several years, reinforcing the success of our approach in enhancing audience interaction and brand visibility. 

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