Challenges & Key Insights: A key challenge was collecting data from a niche audience, so outreach expanded to broader networks to ensure enough responses. This project offered hands-on experience across the full campaign process—identifying gaps, conducting research, and creating data-driven content. It highlighted how insights, strategy, and creativity work together, and emphasized aligning SMART goals with audience behavior, platform trends, and campaign objectives.

Data & Research: Research began with an audit of The Humane Society’s social media presence. While Facebook and Twitter performed well, Instagram and TikTok showed low engagement—despite their importance for younger demographics. Competitive analysis, demographic research, and brand positioning helped frame the opportunity. Survey feedback from the target audience informed a SWOT analysis and shaped SMART objectives, which guided the overall content strategy and creative execution.