We developed a digital thought leadership strategy for Nigerian Philanthropist Toyin Saraki. With a focus on maternal and child health, we provided consistent high-quality content on these themes to drive engagement while expanding her audiences.
Problem
Toyin Saraki needed help to better communicate her philanthropic priorities on her social media platforms to drive more engagement and expand her audiences.
Objectives
Grow her social media presence and advance her position as a leading global advocate for child and maternal health.
Approach
We conducted an audit and discovery phase to better understand her current audiences and content performance. We found that, despite her focus on child and maternal health, the great majority of her followers (70%) were 25-34 year old Nigerian men. Understanding this, we designed editorial and creative strategy for Instagram that aligned the core issues with language that resonated with her audiences.
Outcomes
Increased social media engagement by 200% and grew the number of followers by 160% year-over-year.
