For this introductory digital marketing project, I planned, executed, and analyzed an organic social media campaign designed to increase brand awareness for a fictional organization - FurAWhile Co., a pet-focused company offering affordable products and services. The campaign was rooted in the team’s wider strategy to reverse plateauing sales by driving greater visibility and re-engaging audiences on a new platform: Instagram.
Context
After the first year of success, FurAWhile Co. faced rising competition and slowing growth. To counter this, the digital marketing team introduced a 20% off promotion intended to spark interest and attract new customers. My role was to develop a social media campaign that aligned with this strategy and leveraged Instagram as a new growth channel.
The campaign aimed to reach new audiences at the top of the funnel (TOFU) by delivering visually engaging content and driving interactions that contribute to brand recall and community-building.
Objectives & KPIs
The main goal was to increase brand awareness and expand FurAWhile Co.'s reach.
I defined a clear set of KPIs for Instagram:
- 10 comments, 10 shares, and 10 likes per post
- Grow the account to 50 followers within four weeks
- Grow the account to 50 followers within four weeks
These performance indicators aligned with the strategy to build visibility and engagement on a platform where the brand had no prior presence.
Campaign Execution
The campaign ran for four days and consisted of three on-brand Instagram posts featuring cohesive colors, typography, and imagery aligned with FurAWhile Co.’s identity. The messaging focused on authenticity and emotional resonance—highlighting the brand’s connection to pet owners and reinforcing the value of the promotion.
This consistent branding became a key strength of the campaign, helping create a unified visual presence that supported the organization’s storytelling goals.
Results & Performance Insights
Although the campaign maintained strong visual cohesion, it did not achieve its KPI targets. Engagement fell below the required thresholds, and follower growth remained limited.
This outcome revealed two important insights:
Content alone is not enough - two-way social interaction is essential
for organic visibility.
for organic visibility.
Instagram’s algorithm prioritizes video content and authentic interactions
over static posts.
over static posts.
Conclusion
The FurAWhile Co. Instagram campaign provided a strong introduction to end-to-end digital marketing execution. Through strategic planning, hands-on content creation, and performance analysis, I gained actionable experience in managing an organic social media campaign built for awareness and brand strengthening. The learnings from this project laid the groundwork for more advanced multi-channel strategies in subsequent work.
Project-Presentation
