Pennies
Making giving simple, everyday.
The leading UK charity working to protect and grow micro-donations. Partnering with retailers and payments providers to support charities in need.
Organic & Paid Social Content
Pennies, a microdonations digital charity, partnered with Social Unit to significantly enhance their online presence and engagement. Their aim was to reach a wider audience, increase awareness about their imapct, and boost the volume and frequency of microdonations within their retail partner shops.
The Objective:
The primary goal of this collaboration was to grow Pennies' follower count across various social media platforms by 50% within six months and to increase the overall engagement rates by 40%. An important aspect of the objective was also to enhance brand recognition and trust among the digital audience.
The Strategy:
Social Unit's strategy was multi-dimensional, focusing on content creation, platform-specific approaches, and community engagement. The approach involved developing a consistent content calendar that was tailored for each platform, emphasizing success stories, retail donations in store and online, and the impactful outcomes of donations. For LinkedIn, the focus was on thought leadership and partnership announcements, while Instagram leveraged visually appealing infographics and interactive stories. Facebook strategies were centered around community-building content, and a unique approach was adopted for X Platform to target specific demographics. Additionally, the strategy included partnerships with influencers who shared values similar to Pennies, thereby expanding reach and credibility. A data-driven approach was central to the strategy, involving regular analysis of performance metrics to continuously refine and optimize the content.
The Results:
The collaboration between Social Unit and Pennies led to remarkable outcomes. The follower growth exceeded the initial goal, with a 60% increase across all platforms. Engagement rates saw a significant boost, reaching a 50% increase, which was indicative of higher quality content and effective audience targeting. More importantly, there was a notable improvement in brand recognition and trust among the target audience. This case study highlights Social Unit’s expertise in enhancing the digital presence and demonstrating their ability to generate tangible growth and elevate brand positioning in the digital sphere.