How we developed and executed a strategy to tackle alcohol-related harm for the UK’s leading alcohol charity.
The backstory
Drinkaware is an independent charity which aims to reduce alcohol-related harm by helping people make better choices about their drinking. They achieve this by providing impartial, evidence-based information, advice and practical resources; raising awareness of alcohol and its harms and working collaboratively with partners.
Drinkaware set out with three primary objectives: to grow their audience reach to include diverse demographics, such as deprived neighbourhoods, minority groups, and LGBTQ+ communities; to increase engagement with their content, creating a connected community around better drinking habits; and to be a leading role in driving conversations on issues of alcohol harm, spanning drinking behaviours, policy, culture, community, and support.
How it went down
So, we got to work. We ran two workshops which served as collaborative platforms for us to delve into audience personas, identify pain points, and map out user journeys. The workshops laid the foundation for developing a tailored strategy aligned with Drinkaware's objectives.
The strategy was delivered through a combination of engaging in-feed content and a community management plan all with their position as a trusted authority on key topics, reframing the conversation surrounding alcohol and building an engaged community online at the forefront.
We implemented the strategy over a year and a half, leading on content creation, community management, monthly reports and research launches. We saw impressive results in terms of metrics but also through positive sentiment from our growing community, invitations to alcohol-free events run by our target audience, invitations to collaborate with those within the alcohol awareness space, eager community members wanting to participate with their research projects and even more.
Actively participating in popular discussions and staying current with social media trends has been pivotal in achieving success for Drinkaware. We successfully transformed their social accounts which has allowed them to thrive in the evolving social media landscape.
The results
A complete strategy focused on raising awareness and building a connected community through social media.
Engaged with over 30 LGBTQ+ accounts and built relationships with them that we can further develop in the future.
We generated over 30+k engagements, a 91% increase from 2022.
Consistently elevated performance throughout each quarter, leveraging insights from data and remaining responsive to trends.
In contrast to 2022, observed a notable increase of 117% in reactions, 128% in video views, 225% in comments, and 75% in shares.
Generated 1.1 million organic impressions on our four key channels. Including launching Instagram in January 2023 resulting in 1.2k new followers within 11 months.
Here's what they said
“Social for Good were a pleasure to work with, they were always listening to what we wanted to achieve on our organic social channels and went above and beyond with the results they achieved. The team were incredibly organised, always responsive and creative thinkers. The team brought new innovative ideas to the table and smashed the metrics we were working to hit. I would highly recommend the team to grow and have the maximum impact from your social channels.”
- Elizabeth Read, Communications Team