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.

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: ❌ 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

Scripted reel w/ Passage team

Repurposed content from Passage's founder

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:

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.

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

Increased Lead Generation – We achieved a +400% growth, increasing leads from 500 to 2,500 and significantly expanding the pool of potential applicants. ​

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.