Through its dedicated mobility and caregiver programs, The Independence Fund provides wounded veterans with the resources necessary to reestablish their independence and move forward, building a strong foundation for lasting emotional and physical healing. It also provides a support network and resources to help spouses and other caregivers. When the organization completed a rebranding, they tapped Largemouth to develop a social media strategy that would increase followers, improve engagement, and drive awareness of its mission.
The Independence Fund uses social media to support wounded veterans and caregivers
The Independence Fund activates its network through a defined social strategy
Challenge
Ideas
Largemouth developed a social media plan designed to grow The Independence Fund’s social platforms and engage current followers. After conducting an in-depth audit of the Fund’s social media accounts, Largemouth defined a brand voice to guide all content on social channels. This included recommendations for the Fund’s persona, tone, language and imagery that would embody the organization and shape its social media presence. The audit exercise served as the catalyst for a new social media strategy, which included the establishment of measurable goals and channel-specific content pillars.
Marrying the Fund’s brand voice with its overarching objectives, Largemouth sought to engage audiences with compelling storytelling, including spotlight features on veterans or caregivers benefitting from the Fund’s programming, as well as content aligned with veteran recognition days, community engagement initiatives, fundraising events and collaborations with key partners and donors.
Working with the Tire Pros Allies for Independence campaign, Largemouth implemented a process to share live videos and photos of mobility device presentations to deserving veterans at professional baseball and soccer events throughout the country. Largemouth also supported the Fund’s inaugural “Rock for Heroes” Benefit Concert featuring Three Days Grace, Adelitas Way and Otherwise. Documenting and sharing exclusive behind-the-scenes moments from the concert encouraged engagement among followers.
By design, Largemouth intentionally researched and tagged any partners, celebrities or donors in all social posts to increase opportunities for sharing and engagement. Leveraging the support of celebrity singing duo Brian Kelley and Tyler Hubbard of Florida Georgia Line, Largemouth collaborated to coordinate a reveal of their endorsement, perfectly timing a series of social posts with the country music stars’ account.
In addition to organic posts, Largemouth implemented a series of promoted and boosted posts and ads across social channels to enhance specific calls to action and campaign initiatives. Each of these efforts helped to keep momentum pressing forward for the Fund’s growing number of followers.
Impact
During the six-month campaign, Largemouth helped generate impressive social media growth for The Independence Fund, including increasing Instagram followers by nearly 300% and Twitter followers by nearly 200%.
By turning its mission into unique storytelling opportunities, Largemouth helped amplify engagement from followers and supporters. The campaign reached more than 12,000 followers each month, and boosted Facebook posts earned an average of more than 3,600 engagements (reactions, comments and shares).
300%
increase in Instagram followers
3,200
new Facebook followers gained during the campaign
