A social media campaign to end epilepsy and celebrate a unique community.
End Epilepsy is a nonprofit organization that supports research, advocacy, education, and care for those affected by epilepsy. Each year, they hold The Walk to End Epilepsy, a run/walk that serves as the largest gathering of those fighting to end epilepsy in the Unites States. About six months before their event, End Epilepsy approached verynice to support their event-related social media efforts in order to increase awareness of the event by driving engagement on their social media pages.
To meet these objectives, we structured a social media campaign focusing on the idea that those who suffer from epilepsy should be viewed as the unique individuals they are rather than through the lens of the disease. To empower End Epilepsy’s staff to execute our campaign on each of their channels, we prepared social media guidelines, a suggested posting schedule, and messaging. End Epilepsy also had access to verynice’s Marketing Coordinator for weekly calls with their event planners and PR team, in order to make sure we were appropriately responding to press around the event and sharing milestones in event sign up and fundraising goals.
We also created a separate event day execution plan, incorporating the support of three verynice volunteers who posted live updates from the event to End Epilepsy’s pages. verynice recruited and trained each volunteer, providing additional guidelines and messaging for introducing them to End Epilepsy’s social media audience. On the day of the event, our Marketing Coordinator ran a walkthrough with volunteers on-site. To ensure adherence to End Epilepsy’s social media guidelines as well as a smooth flow of updates, volunteers sent updates to our Marketing Coordinator, who then vetted and posted the updates remotely to each channel.
Since End Epilepsy did not have robust analytics in place, we were able to pull the most meaningful data from their Facebook page. By experimenting with pay per click Facebook ads through promoted posts and page ads throughout the campaign, we were able to streamline End Epilepsy’s ad success by locating the demographics most likely to engage with their page. Our most successful ad resulted in 296 page likes over 5 days. We were also able to grow End Epilepsy’s page following, which experienced a 56% increase over the previous month’s growth rate.