85 million impressionsPublic administration services · Not disclosed
Case study
How a social campaign earned 1.8 million interactions
We ran a social campaign for a client in public administration services, built on content strategy and micro-influencers. It delivered 1.8 million interactions, a 240% rise in organic shares and an average CTR of 7.2%.
FacebookInstagramYouTubeTikTokGoogle DisplayNot disclosed
1.8 million
social media interactions
+240%
organic shares
7.2%
average CTR
- Industry
- Public administration services
- Market
- Not disclosed
- Channels
- Facebook, Instagram, YouTube, TikTok, Google Display
The client and the goal
The client works in public administration services. We keep the name private, and the results below are shown as reported.
The campaign dealt with an important social issue. The client wanted to build wide reach and real engagement among users, in order to raise that issue.
The challenge: getting a social campaign to its audience
Social campaigns often have a great message. Their effectiveness, however, depends on reaching the right audience.
A strong message that reaches the wrong people changes little. The campaign needed to find the right groups and give each of them content worth passing on.
What we did: content strategy and ads built for interaction
We combined a content strategy with advertising designed to earn interaction. Four workstreams carried the campaign.
Messages adapted to different audiences
We used different content for different social segments, so each group received a message that suited it.
A multichannel campaign
We ran the campaign on Facebook, Instagram, YouTube, TikTok and Google Display. It is the same approach we describe on our multichannel marketing page, with channel work in Meta Ads, TikTok Ads and YouTube Ads.
Ad format tests
We checked whether video, animation or static graphics converted better.
Micro-influencer partnerships
We worked with micro-influencers to increase credibility and organic reach. It is one of the ways a content marketing plan can carry a message beyond paid reach.
Results: real impact and engagement
+240%
organic shares
1.8 million
social media interactions
7.2%
average CTR
What the numbers mean
Organic shares. Organic shares grew by 240%. The content was passed on willingly, which is what a social campaign needs in order to travel beyond paid reach.
Interactions. The campaign recorded 1.8 million interactions on social media. Likes, comments and reactions strengthened the message.
CTR. The average CTR was 7.2%. The campaign attracted an engaged audience.
The role of micro-influencers. Working with micro-influencers added credibility and organic reach on top of the paid channels. The results came from the content strategy and the influencer partnerships working together.
Key terms
The terms used in this case study, in plain language.
| Term | What it means |
|---|---|
| CTR (click-through rate) | The rate at which people click an ad. |
| Multichannel campaign | Advertising run in parallel on different platforms. |
| Influencer marketing | Cooperation with people who have influence over their community. |
| Viral content | Content that users like to share. |
| Content strategy | Planning content and adapting it to different communication channels. |
The takeaway
A social campaign that works is one that users want to share. A precise strategy builds real engagement.
Want a campaign people pass on?
If you need reach and engagement rather than reach alone, tell us what your campaign has to achieve. Talk to us or start with a free audit.
A message people want to share
Tell us who you need to reach and why. We will show you how we would build the campaign.
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