Social media strategy
Turning scattered posting into a social system.
A full organic social strategy for a purpose-led organization — turning a strong mission into content people could discover, engage with and join in.
At a glance
- Client
- Purpose-led organization promoting sustainable travel
- Project
- Organic social strategy & playbook
- Challenge
- A strong mission and lots to say — but no structure for saying it on social.
- Deliverables
- Audience & platform strategy
- Content pillars
- Campaign concepts
- Community & UGC plan
- Measurement framework
- Hook swipe file (48+ formulas)
01 The problem
Having something to say isn’t the same as having a social strategy.
The organization needed clear audiences, recognizable content territories, platform-native creative — and a reason for people to participate rather than simply consume.
02 The approach
Build the system before filling the calendar.
The strategy worked from the audience outward, shaped by four objectives: awareness, community growth, traffic and real-world action.
03 The idea
Different posts. One recognizable strategy.
Recurring content territories that generate ideas consistently — instead of treating every post as a one-off.
04 The work
The work
How the strategy was built
- Audience
- Objectives
- Content pillars
- Creative formats
- Campaigns
- Community
- Measurement
From the hook swipe file
Formula to turn an idea into a Hook
Boring hooks often fail to grab attention. Here’s a simple formula to transform mundane ideas into viral posts using the SCALe method:
- Storytelling
- Controversial
- Actionable
- Learning
Beyond the content calendar
Two layers that sit underneath the posts and keep them consistent.
- Creative principles
- Guidance on hooks, short-form video, tone of voice and each platform’s role, so every post feels like the same brand.
- Participation plan
- Creator and partner collaborations, interactive formats and UGC prompts that give the audience a way to join in, not just watch.
Campaign concept
From awareness to participation.
A proposed social campaign designed to turn a broad mission into small, achievable actions audiences could share and participate in.
- Everyday ActionsA recurring series breaking down practical behaviors into manageable steps.
- Community Check-insStory prompts and audience responses that invite participation.
- Interactive FormatsQuizzes and playful prompts designed for repeat engagement.
05 The deliverable
A playbook, not a posting calendar.
A complete organic social strategy covering audience direction, content pillars, creative formats, campaign concepts, community participation and measurement.
The strategy was delivered as a planning framework. Campaign implementation and performance were outside the scope of the completed work.