I created a comprehensive social media strategy was executed for a client in the fertility and reproductive health sector, focusing on Instagram, Facebook, LinkedIn, and Twitter. The campaign aimed to enhance audience engagement, increase brand visibility, and drive traffic to educational content. By leveraging platform-specific content formats and data-driven insights, the campaign achieved exceptional engagement rates, significantly surpassing industry averages across all platforms. The client's identity has been redacted per their request, and this case study showcases the professional expertise of Michelle Reardon in delivering impactful social media strategies.

OBJECTIVES:

Encourage Engagement: Foster audience interaction with tailored, community-driven content that resonates on each platform.

• Promote Educational Content: Increase blog traffic to establish the client’s authority on fertility topics like Euploid, Aneuploid, and Mosaic.

• Grow Audience: Expand the follower base while maintaining or improving engagement levels to nurture an active community.

• Leverage Platform Strengths: Use formats like carousel posts, videos, document uploads, and timely tweets to maximize each platform’s impact

RESULTS:
The campaign achieved impressive results, enhancing the client’s social media presence with strong engagement and growth:

• Unified Success: Delivered high engagement rates across platforms—Instagram’s carousel posts and quizzes, Facebook’s videos (30,154 views), LinkedIn’s PDFs (6.3% engagement rate), and Twitter’s event-driven posts (3.7% engagement rate)—all outperforming industry averages (Instagram: notable saves; Facebook: 9%; LinkedIn: 2-5%; Twitter: 0.05%).

• Increased Traffic: The Instagram “Embryo Essentials” post and LinkedIn’s hiring announcements drove significant blog click-throughs, with LinkedIn’s 33.14% click-through rate far exceeding the global average of 0.44-0.65%.

• Active Content Strategy: Shared 29 Facebook posts (4.7x more than Q3 2022, 1,031,955 impressions), 57 Twitter posts (56x increase, 5,405 impressions), 14 LinkedIn posts (11,143 impressions), and engaging Instagram Stories, reflecting a consistent and effective approach.

• Community Expansion: Added 15 Facebook followers (147.1% YoY increase), 66 Twitter followers, 207 LinkedIn followers, and a highly interactive Instagram audience, with formats like carousel posts and quizzes encouraging strong participation.

• Smart Tactics: Paid Facebook efforts ($320 for 8 boosted posts, 1,029,062 impressions) and Twitter’s posts tied to events and social holidays increased visibility, while Instagram’s dual-CTAs and LinkedIn’s employee-focused content kept audiences engaged.

BRAND IMPACT:
The campaign solidified the client’s position as a trusted authority in fertility and reproductive health, driving significant blog traffic and engagement through tailored, educational content. By leveraging each platform’s strengths, it built a more connected and active community, with engagement rates far exceeding industry norms. These efforts enhanced the client’s visibility and influence, setting a strong foundation for ongoing growth with clear, data-driven strategies.