Social Media

Facebook Engagement Campaign

Sparked conversations and shares with creative-led Facebook campaigns.

Client

A regional ed-tech brand providing K-12 supplemental learning platforms wanting to increase market penetration.

The Challenge

The client struggled with low organic reach and stagnant follower growth despite a high-quality product. Their Facebook page functioned solely as an announcement board rather than a community, resulting in an engagement rate below 0.5% and high customer acquisition costs.

Key obstacles included a saturated ed-tech vertical and an algorithm that deprioritized non-interactive brand content. The goal was to pivot from broadcast-style marketing to a community-centric model that incentivized parents and educators to share content and discuss learning outcomes.

Our Approach

• Conducted a deep-dive audit of competitor sentiment and audience pain points.
• Developed a tiered content strategy focusing on interactive 'Value-First' posts.
• Integrated a high-frequency polling system to gather parent feedback on curriculum.
• Crafted high-velocity video content optimized for mobile-first scrolling speeds.
• Implemented a proactive daily community management protocol to boost visibility.
• Deployed targeted Facebook reach campaigns to seed high-engagement posts to lookalike audiences.

Execution

The campaign centered on 'The Modern Learner' series, featuring short-form video content that addressed specific parental anxieties and educational transitions. We moved away from stock imagery in favor of relatable, custom-branded illustrations that encouraged users to tag peers and share personal experiences.

Each post was monitored in real-time for high-performing comment threads. When a post exceeded baseline engagement, we applied a 'booster' ad spend to amplify its reach, effectively turning community discussions into sustainable social proof and organic lead magnets.

Results

Average Engagement Rate

4.2%

Total Content Shares

12,400+

Cost Per Engagement (CPE)

$0.08

Net New Followers

8,500

The creative-led approach successfully transformed the platform from a one-way channel into a vibrant community hub. By prioritizing shareable, conversation-driven content, we achieved a significant surge in organic reach and lowered the overall cost of customer acquisition.

Duration: 120 days