Growth Marketing for a National Belonging Campaign
- Branding
- Ecosystem Design
- Growth
- Strategy
- Studio
Place-Based Community at National Scale · Ecosystem Activation Across Diverse Stakeholder Groups · What It Means to Market Belonging
The Situation
Belonging Begins With Us, a campaign created in partnership with the Ad Council, American Immigration Council, and Welcoming America, faced the challenge of engaging U.S.-born and immigrant communities to foster a sense of belonging. The campaign needed to counterbalance the negative perceptions often highlighted in the media and promote positive stories of community support and integration. The challenge was to effectively use organic social media to boost engagement among community partners and attract new participants, all within the constraints of a light posting cadence.
The Work
A strategic social media program was designed and implemented by a selected agency to manage the Belonging Begins With Us social media channels. The strategy focused on two main objectives:
- Support the Ground Game: By engaging with partner organizations and non-profits through social media interactions, sharing of content, and amplification of their efforts, the campaign positioned itself as a thought leader and go-to resource.
- Amplify Positive Narratives: Stories showcasing the joint support of immigrant and U.S.-born communities were pushed out to model positive integration and encourage wider sharing by partners.
the Outcomes
The tactics included:
- Developing a monthly editorial calendar with a focus on sharing positive stories of belonging and practical tips to promote inclusion.
- Utilizing simple, impactful graphics that repurposed existing assets and encouraging community partners to share these messages.
- Engaging with relevant news stories and social conversations that aligned with the campaign’s themes of belonging and community unity.
- Providing monthly reports to measure engagement, reach, and the effectiveness of the hashtag #BelongingBeginsWithUs across platforms.
What this tells you
The campaign effectively increased the level of engagement among existing community partners and drew in new participants. Key Performance Indicators (KPIs) such as engagement, reach, and hashtag usage saw significant improvement. The strategic use of storytelling and community engagement led to a wider dissemination of positive messages, helping to shift the narrative and foster a more inclusive atmosphere in participating communities.
Quote
“Through our focused social media efforts, we’ve been able to amplify the voices of both immigrant and U.S.-born community members, sharing their stories of unity and belonging. This strategy not only increased our reach but also strengthened our position as leaders in promoting inclusivity. Seeing our partners and the community engage with and share our content has been incredibly rewarding. It’s clear that belonging does begin with us, and it’s a message that resonates deeply within communities across the nation,” said Emily Kostic, Ad Council representative.
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