"Did You Know?" series | brand awareness

Maia Anderson

Marketing Strategist

Social Media Manager

Content Creator

CapCut

Notion

Sprout Social

Non Profit

"Did You Know" Series: Maximizing Video Engagement with Minimal Resources

charity: water | January - September 2024

The Challenge

charity: water faced a common nonprofit dilemma:

Algorithm and Favored Content Demands: Social platforms increasingly favored video content due to increase consumption by consumers

Resource Constraints: Limited production capacity for fresh video assets through the creative team

Education Need: Complex water issues required accessible explanations

Consistency Challenge: Needed regular video content without overwhelming the team

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The Strategy

January 2024: Concept Development

During our Marketing & Growth offsite, I identified an opportunity to increase video output through strategic asset repurposing. I proposed a solution that would:

Create templated video format using existing B-roll footage (captured & shared from the creative team)

Add educational yet though provoking facts related to the global water crisis in order to increase awareness for the mission

Work with copy for liftable copy to scale the production of videos to once a week

Repurposed existing facts that were widely available through other teams but rarely shared externally.

Incorporate closed captions for accessibility and engagement

Optimize for both sound-on and sound-off viewing

February 2024: Implementation Process

I developed a streamlined production workflow:

Resource Optimization: Leveraged existing B-roll from our content library

The creative team created HQ videos shot horizontally that were anywhere from 15 minutes to 2 hours long footage from random moments stitched together. They shared 4-5 of those videos from different countries (Sierra Leone, Madagascar, Compilation, etc.). I would skim through each video, clipping 10-15 second clips that made sense to use for DYK videos.

Storyboarding Development: Created fact-based scripts highlighting surprising statistics

Template Creation: Established consistent visual styling and editing approach

Multi-Platform Adaptation: Optimized for the best Instagram & TikTok requirements

The Execution

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Production System

I personally managed the production pipeline:

Content Sourcing: Collaborated with Brand team to identify usable footage

Script Writing: Researched and developed educational scripts through research from cross functional teams. After developing the 1st draft of copy, I formally shared the document with our copy lead to finalize the copy to ensure the brand voice was maintained.

Video Editing: Created final assets with consistent brand styling, though styling did vary since they development of the content type was extremely experiential

Publishing Workflow: Managed distribution across platforms though Notion & publishing usually though Sprout Social

Content Evolution

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Between February and November 2024:

Produced 14+ "Did You Know" videos

Maintained bi-weekly to weekly publishing cadence increasing overall video views & brand awareness, organically

Covered diverse water-related topics while maintaining consistent format

Refined approach based on performance data

The Results

By the Numbers

Reach & Engagement

Generated approximately 128,000 reach across the series

Consistently outperformed non-video content by 3-4x

Achieved above-average save and share rates

Overall Impact

Contributed to 7.2% overall engagement rate (4.2x higher than nonprofit benchmarks)

Helped deliver 20.7 weekly content pieces (4.1x industry standard)

Supported our organic social strategy that maintained 3.7x higher reach than nonprofit benchmarks

Beyond Metrics

Established recognizable, branded content format that audiences anticipated

Created educational touchpoints that supported fundraising campaign messaging

Provided accessible entry points to complex water issues

Demonstrated our expertise in the water sector

Enabled consistent video presence without straining production resources

What Made It Work

Format Consistency Built Recognition: The templated approach created a recognizable series

Resource Efficiency Maximized Impact: Repurposing existing assets minimized production demands

Educational Content Drove Engagement: Surprising facts consistently generated higher shares and saves

Voice-Over Enhanced Accessibility: Human voice created emotional connection while ensuring accessibility

Cross-Team Collaboration Ensured Quality: Working directly with content teams maintained high standards

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Key Takeaway

This series exemplifies my approach to content strategy: finding innovative solutions to resource constraints while maintaining high engagement and educational value. By creating a sustainable video format that could be produced consistently with minimal resources, we effectively met platform algorithm demands while communicating our mission and impact.

The success of this initiative contributed to our overall social media performance, which consistently outperformed nonprofit benchmarks by 3-4x across key metrics.

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