The Objective

To cultivate a brand ambassador who will effectively connect with young adults aged 18-35 through engaging and authentic content, increasing social media engagement rates, follower growth, and enhancing brand sentiment and community outreach for the credit union. 

The Goal

• Relatability and Influence:  Create a brand ambassador who can genuinely connect with s younger demograhic. Relatability is key to influence, as young adults are more likely to engage with and trust someone who shares similiar experiences and values. This connection is critical for fostering meaningful interactions and driving engagement. 
• Social Media Engagement and Follower Growth: Focus on increasing social media engagement which addresses a primary metric for digital marketing success. Higher engagement rates indicate the content resonates with the audience, leading to more likes, comments, shares, and interactions that boost the credit union's online presence. 
• Visibility and Community Connection: Enhancing the credit union's visibility and connection within the community. This ensures that we not only focus on online metrics but also strengthen the credit union's local presence and build deeper connections. 
• Target Audience Focus: A focus on young adults ensures the brand ambassador is tailored to the needs and preferences of a key demographic, making it a strategic pirority for growth and engagement. 

The Result

Strategy:

Here are the steps we took to guide the brand ambassador and formalize a strategy for social media content and growth:

• Prioritize lifestyle content with financial advice in a fun way
• Focus more on reels and video content
• Introduce a segment called “Out and About with August” to get her face out in the community as well as support local businesses by showcasing them to our audience
• Incorporate trending audios and viral trends in video content
• Well-thought out caption and hashtag strategy keeping in mind that social media channels are growing as secondary search engines

Significant Increase in Instagram Followers: 

• So far, in 1.5 years, we have had a continual rise in followers from 709 to 3,764. This represents a 530.88% increase in followers.

Visibility and Reach: A substantial increase in followers indicates a broader reach and greater visibility for the credit union. It shows that the content is attracting and retaining a larger audience, which is essential for growing the credit union's member base. With our custom dashboard we are even able to track the cities these followers are from showing that their customer base is the one being targeted and growing within the Carolinas.

Target Audience:

With our custom dashboard we are also able to track and report on the age range of followers to see if we are attracting the right audience:

Increased Engagement Rate:

• Engagement rate increased from 14.05% in January 2023 to 452.99% in July, 2024. This represents a 438.94% increase in engagement rate. 

Audience Interaction:  A higher engagement rate means that the audience is actively interacting with the content, which is a strong indicator of interest and relevance. Engaged followers are more likely to become loyal members and advocates for the credit union.

Quality Content: This result highlights the quality and relatability of the content produced by the brand ambassador. It shows that the strategy of creating fun, relatable financial content is effectively capturing the audience's attention and encouraging interaction.

Enhanced Content Interactions and Impressions:

• Content interactions increased from 433 in January to 1,240 in December.
• Impressions increased from 41,715 in January 2023 to 1,779,390 in July 2024.

Content Reach: Increased content interactions and impressions indicate that the content is being widely viewed and engaged with. Higher impressions mean that the content is reaching more people, while increased interactions suggest that viewers are finding the content valuable and worth engaging with.

Brand Awareness: These metrics demonstrate the campaign's success in raising brand awareness and keeping the audience engaged over time. They reflect the ambassador’s ability to create compelling content that not only reaches a wide audience but also encourages them to take action.

Community Engagement and Local Business Support:

• Successful implementation of the "Out and About with August" segment, promoting local businesses and community involvement.

Community Connection: By highlighting local businesses and community activities, the campaign strengthens the credit union's connection with the community. This fosters a sense of local support and trust, positioning the credit union as an integral part of the community.

Brand Differentiation:  Supporting local businesses and promoting community involvement sets the credit union apart from competitors. It demonstrates a commitment to the community’s economic well-being and aligns the brand with values of community support and empowerment.

In Conclusion

The key results demonstrate the success of the brand ambassador initiative in achieving substantial follower growth, increased engagement, enhanced content interactions and impressions, strong community engagement, and improved brand sentiment. These outcomes reflect the effectiveness of the strategy in connecting with young adults, fostering meaningful interactions, and positioning the credit union as a trusted and community-oriented institution. By highlighting these results, the case study provides a compelling narrative of how the brand ambassador campaign delivered transformative digital results for the credit union. If you think this strategy will work for you connect with us to get started!

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