In the summer of 2018, I joined Social Impact Scholars, a consultancy group comprised of university students. Our client was SheWorx, a female entrepreneurship investment platform. We were tasked with helping them initiate a social media presence under new branding, PowerPlay.
Role
Organization
Client
Duration
Analyst
Content Head
Social Impact Scholars
SheWorx
June ~ August 2018
First, our team conducted a competitive analysis on female empowerment social media. We identified several companies that regularly use Instagram, and analyzed their posts to understand which types of posts do well.
We discovered four major types of social media posts:
Illustrations
Quotes
Statistics
Memes
My task was to create original social media content following our research findings. Adhering to client-provided brand guidelines, I crafted Instagram posts for PowerPlay, highlighting its playful, powerful, and courageous identity through bold colors. Open Sans was chosen for its clean design and simplicity in typeface, aligning with the brand's aesthetic.
I researched and quoted prominent female entrepreneurs and created Instagram posts to showcase them. I also created posts that paid tribute to pop art and other powerful art styles to adhere to the brand style of powerful energy.
Results
PowerPlay started from a low followers count of about 200 at the start of this project. Throughout the summer months we worked on this project, we were able to approximately triple the number of followers through our steady postings.
Takeaways
This was an interesting consultancy project to work on as a university student. I got to work alongside peers to work directly with a client, and present our work to them. It was rewarding to see the fruits of our labor result in tangible improvements for our client. At the same time, this project challenged me to listen carefully to the client and adjust accordingly. There were several instances when my assumptions and ideas for social media design did not align with the client’s, and I had to discuss with the client in length to find a satisfying compromise.