Challenge:
The main objective was to increase awareness of the House of Bragança Foundation, as well as the number of followers on social networks and traffic to the website. The ultimate goal was to create widespread awareness of the foundation’s brand, which would also translate into an increase in visits to the foundation’s properties. The strategy involved improving the image of the communication and developing strategies to reach as many new audiences as possible, in a totally organic way.
- Revamping the design of social media posts and stories to improve visual aesthetics and attract more attention.
- Increasing the amount of content shared on social networks to keep the public engaged and informed.
- Continuous testing to identify the type of content that generates the most interaction, the information included in publications, the format of posts and the use of hashtags.
- Improving and testing the publication schedule to optimize audience interaction.
Results:
- The average reach on Facebook increased from 4,000/5,000 accounts per month to over 45,000 accounts per month;
- Every month, Instagram has broken the record for the number of likes on a post;
- The number of followers on social media doubled, indicating solid growth;
- Due to the testing of hashtags and publication times, two thirds of the accounts reached are non-followers, which increased the foundation’s reach and allowed for an increase in the audience organically.
