Social Media Management @ Passage
Helping Passage scale their Instagram presence and engagement 🚀
Passage is a financial services company that helps international students access loans to fund their education in Canada.
📌 The Challenge:
Passage wanted to grow its Instagram presence, connect with international students, and drive more users to fill out their loan eligibility form.
🎯 The goal?
Establish a consistent posting schedule, create high-value, engaging content, and refine messaging to make Instagram a powerful growth channel to increase the number of qualified leads (students most likely to take out a Passage loan).
Before & After: Revamping Passage’s Instagram Feed
Before & after of Passage's IG Feed
Before:
❌ Inconsistent posting schedule
❌ Lack of a cohesive brand identity
❌ Messaging wasn’t clear or engaging for international students
❌ Minimal use of video content, limiting reach & engagement
After:
✅ Consistent, structured posting – 3-5x pieces per week with a mix of reels & carousels
✅ Cohesive brand identity – Branded reel covers, post templates, and a visually aligned feed
✅ Clear, engaging messaging – Content designed to connect directly with international students' needs
✅ Video-first approach – Reels became the primary content type, with boosted videos reaching up to 675K views
Examples:
Three content types (UGC videos created by students | Scripted information/updates reels by Passage team | Repurposed content from Passage's founder)
What We Did:
Content System in Notion: Organized all content planning, approvals, and collaboration in one place.
Maintained Consistent Posting – Kept a steady flow of content, posting 3-5 times per week to drive engagement and visibility.
Video-First Strategy: Prioritized short-form video (reels) to maximize reach and visibility.
Scripted & Streamlined Video Creation:
Developed clear scripts & recording guidelines for the client.
Managed video editing & posting to ensure polished, high-impact content.
Branded Content Design: Created reel covers, static posts, and templates in Canva for a cohesive look.
Optimized Performance with Paid Support – Organic content was boosted through Meta Ads to extend reach and engagement. **While I didn’t manage the paid campaigns, I created content that the client promoted.
Results (3-Month Growth on Instagram):
📱Social Media Results:
Follower Growth: +12K new followers (from 8K to 20K+)
Views: 14.3M (+382%)
Reach: 3.9M people (+344%)
Content Interactions: 90K (+300%)
Top-performing boosted reels: 200K - 675K views
📈 Business Results: (most important KPI)
Increased Lead Generation – We achieved a +400% growth, increasing leads from 500 to 2,500 and significantly expanding the pool of potential applicants.
3-month performance on Instagram | Data from Meta Business Suite
The Takeaway:
With a structured content system, increased posting frequency, a video-first approach, and strategic paid support, we transformed Passage’s Instagram into a high-performing channel for engagement and conversions.
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What the client had to say
Adriana was amazing. We'd work with her again in a second! Her level of curiosity and thoughtfulness made getting her onboarded and productive very easy. She was very organized and proactive, this made our lives so much easier.
Bobby Green, Passage
Mar 31, 2025, Client
Posted Mar 21, 2025
We successfully built a consistent, engaging IG presence, driving a +400% increase in qualified leads, greater reach, higher engagement, and follower growth.
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Timeline
Jan 7, 2025 - Mar 31, 2025
Clients
Passage
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