Case studies

Elevating ITF’s Instagram presence

Instagram and social media in general can get very busy as you balance the, often, competing needs of your organisation and the interests of your audience. famille’s work means all these objectives can sit harmoniously in a way that looks good and engages” Communications and Engagement Manager - International Tree Foundation

International Tree Foundation's Instagram profile on a mobile phone

Project snapshot

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      Creative direction
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      Social and content creation
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      Social media strategy
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      Stakeholder engagement
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      User experience
Impactful design for tree planting charity: International Tree Foundation

Instagram and social media in general can get very busy as you balance the, often, competing needs of your organisation and the interests of your audience. famille’s work means all these objectives can sit harmoniously in a way that looks good and engages” Communications and Engagement Manager - International Tree Foundation

Challenge

International Tree Foundation (ITF) asked us to enhance their Instagram presence by optimising the grid layout and content strategy. The objective was to effectively showcase their work to encourage environmental stewardship and support communities through the power of tree planting, increasing engagement opportunities with their audience, establishing consistent brand identity on social media.

Solution

Our discovery process and resulting design work, involved creating a new visual style that integrated ITF’s brand elements, such as colours, fonts, and icons. This aimed to achieve a well-balanced mix of content types, including quotes, announcements, giveaways, blogs, impact graphics, history, who we are, tips, partnerships, and lifestyle. The goal was to allow flexibility in the content plan to accommodate spontaneous updates, without disrupting the grid’s aesthetic. We also focused on ensuring that the text was readable by conducting contrast checks and designing posts that met accessibility standards to be inclusive of all audience members.

Result

The revamped grid and strategic content planning significantly enhanced ITF’s Instagram presence. The cohesive visual style and diverse content types made the grid more engaging and aligned with ITF’s mission.

The structured yet flexible content strategy enables ITF to respond to real-time events while maintaining a consistent aesthetic. This adaptability led to higher engagement rates with their online community. With the new content types, ITF continues to grow awareness and advocacy of their work on Instagram.

The communications team have extended the approach to Facebook posts to boost engagement with existing and new audiences. For example, posts which encourage content sharing, saves and comments to enhance their content strategy are at the forefront of content planning, and gaining great results.

For example, one of their Facebook posts achieved an organic reach of 402,661 accounts and received 9,127 interactions. ITF also garnered 5,485 positive reactions, 3,005 shares, and 661 saves! The communications team typically saw around 47-399 accounts reach for a Facebook organic post prior to the improved presence.

We have never seen organic engagement like this ever! We adapted the approach we took with Instagram to our Facebook channel. Thanks to famille for giving us the guidelines to structure our content, and support through our social media planning sessions, as we continue to shape content. International Tree Foundation

You may like to learn more about Instagram grid content planning and the benefits for your brand and team in our article: From seedlings to brand stories: Elevating International Tree Foundation’s Instagram.