Long-time client, the Wildlife Conservation Association, found itself in a positive position with the roll out of various new partnership announcements via Social Media. But their partnership program, a core revenue generating function, was becoming repetitive to the community, who had been seeing these announcements on a quarterly basis since the beginning of January of 2022.

The challenge with this most recent announcement was to transition away from the novelty factor, which had traditionally been the messaging, design, and copy strategy for these announcements and instead move more towards framing partnerships as signal of growth and positive change for the WCA community.

I addressed these challenges with a round of discovery with the client, asking tough questions like, “how is this announcement any different from the others?” and “why should our community care about this?” to prompt creative thinking and in order to bring the messages closer to our core communications strategy.

The resulting campaign performed better than expected, resulting in the highest IG Story Reach on record for the account and a 68% increase in engagement rate compared to the previous post announcement.

See the full designs here (1080px by 1080px versions available by request).