Case Study: Crafting the purrrfect social media content

Meet the Client

Oakville and Milton Humane Society (OMHS)  is dedicated to protecting, and making life better for, animals as well as connecting the communities that care about them in Oakville and Milton. More than just a shelter, OMHS makes life better for the animals in their community — rescuing thousands of wildlife, and caring for hundreds of pets each year. 

The Client’s Challenge

In the spring of 2022, OMHS found themselves short-staffed as one of their largest annual fundraising campaigns approached. The two- week campaign, Mission Pawsible: All Paws on Deck, intended to host various in-person events (for the first time in two years) as well as virtual events. They needed a strong and fetching online presence across all of their social media channels (Facebook, Instagram, Twitter, and LinkedIn) to promote the various events, engage audiences, and encourage donations. 

Our Solution

We were onboarded late in the campaign planning process but quickly understood OMHS’ needs and goals; and we worked swiftly to deliver all of the pre-campaign content on time. This included drafting fun and imaginative social media posts two to five times per week, as well as creating the necessary visual assets and writing engaging email copy to connect with those on their mailing list. 

During those early weeks, we set up weekly status calls with the OMHS team to discuss the upcoming plans and events, brainstorm new content ideas to encourage engagement, assist with creating the editorial calendar, and troubleshoot any challenges either on our end or on their end. Once the fundraising campaign officially started, those status meetings increased to twice weekly in order to ensure a seamless flow of communication. Our social media deliverables increased to two to three posts with visual assets per day, as well as copy for a number of email marketing mailings. 

As with any kind of writing, style, tone and language are key components to engaging and connecting with the audience. Mission Pawsible: All Paws on Deck content needed to be light-hearted and fun to evoke the same feelings of joy someone may feel when playing with their dog or snuggling with their cat. To do that, our posts often featured plays-on-words and almost always included visuals of adorable pets.  

The Results

In the weeks leading up to, and during the two-week campaign, OMHS saw a noticeable increase in engagement across all of their social media channels, which helped drive their fundraising efforts toward their campaign goals. 

Testimonial

“The content [Luminate] delivered was fun and engaging. It was clear a lot of thought went into how to connect the messages to our mission uniquely.”

Somer Deschambault-Page
Manager, Community Initiatives