Social Media Management & Branding | Rock Against Racism
Jordan Ladd
Objectives
Revive and grow Instagram following to build community and amplify voices of marginalized groups.
Drive engagement through storytelling and a targeted content strategy, focusing on community education, the history of Rock Against Racism (RAR), Black History Month themes, and music as a form of activism.
What I did
I led social strategy and content creation for Rock Against Racism, crafting Reels, posts, and Stories to spark conversation around racial injustice. From writing captions to designing visuals and tracking performance, I ensured all content aligned with the mission. I also managed community engagement to build relationships and drive meaningful interaction.
Rock Against Racism did not have defined brand guidelines, so I implemented a comprehensive brand refresh and social templates, to ensure a a consistent and cohesive presence across all platforms.
Following brand guidelines to create an aesthetically pleasing grid that is cohesive, engaging, and shareable.
I repurposed interviews, documentaries, and concert footage into engaging short-form content for social media.
Carousels are key to any scroll-stopping strategy. I designed them to be both eye-catching and informative, blending SEO-friendly copy with educational content that keeps audiences swiping.
Results
Increased Instagram followers from 1.2K to 8K, a 566% growth.
Achieved 1,057,051 impressions in 2023, surpassing 1M impressions.
13 Reels reached over 10K views, 5 of which surpassed 100K views.
Key Reels:
Corey Taylor Interview: 302K views, 15.4K likes, 645 comments, 1.2K shares
RAR Founder Clip: 137K views, 7.2K likes, 279 comments, 883 shares
Josephine Baker: 130K views, 12.6K likes, 165 comments, 2.3K shares
Photos from Black History: 126K views, 11.6K likes, 28 comments, 248 shares
Whitney Plantation: 124K views, 3.9K likes, 108 comments, 1.6K shares
Racist Phrases: 130K views, 787 likes, 109 comments, 819 shares
Like this project
Posted May 30, 2025
Revived Instagram for Rock Against Racism, boosting followers and engagement.
