Minderoo Foundation:

Social Media Strategy

Problem:

Minderoo Foundation's social media team were operating without a strategy, and with only one tactic: post all the time, about everything. Audiences were at best stagnant and unengaged, and at worst confused, overwhelmed and annoyed at the brand.

Solution:

A complete overhaul of social media strategy; shifting socials away from being about what we want to say and delivering content that our target audience wants to consume.

This included an exhaustive content, visual identity, tone of voice and tactic refresh after an extensive audit of past performance and consumer research.

Result:

After working with over 40 stakeholders internally to gather input and approvals, the strategy has been implemented since November 2020 and delivered a 19,000% increase in engagements over the first 6 months. No, that's not a typo.

More importantly, it has built Minderoo Foundation's social media presence into a powerful advocacy tool, allowing the organisation to rally public support, and leverage our audience to place pressure on governments and businesses for policy change.