Idealist.org: ‘Add Yours’ Jobs Campaign
CAMPAIGN OBJECTIVE
My primary goal in creating this campaign—which ultimately went viral on Facebook and X (Twitter)—was to drive engagement and conversations around our follower’s personal and professional journeys in a fun, creative, and shareable way.
CAMPAIGN BACKGROUND
In mid-2022, I led Idealist.org’s effort to rethink their social media efforts and develop a fresh, flexible, and research-driven strategy that would deliver results. In developing the content strategy, I felt confident that this campaign could reach a broad audience and ignite conversations around personal and professional journeys. After months spent analyzing channels, diving deep into audience needs and interests, and researching trends and best practices, our efforts paid off as our content on both Facebook and Twitter went viral. It was a testament to our new approach and dedication to listening to our audiences.
CREATIVE SOLUTION
The core strategy behind our campaign was to leverage the relatability of shared experiences. The stacked-list structure of the viral post, featuring prompts as headings such as "first job, current job, worst job, and dream job," was designed to be simple and easily shareable.
