JAYU is a Canadian charity where the arts and human rights intersect. Starting as a human rights film festival to share the stories of North Korean refugees, Jayu quickly expanded to offer various art programs focused on human rights and social justice. Specifically, JAYU’s programs help train and platform equity-deserving youth in the Toronto area.
With a lean team, JAYU had limited resources, experience, and time to manage their social media accounts. It was difficult to sustain ongoing content, format experimentation was limited, and branding was inconsistent. JAYU brought stories to life offline — but needed direction to secure donations and elevate their content and storytelling on social media.
Major Tom created a paid and organic social media strategy that laid the foundation for JAYU’s content. We focused on building resonant content pillars, an effective posting cadence, a content strategy, tone of voice, and the brand’s visual direction. The spotlight would be on artists, their work, and its social context as we built an engaged community online.
Regular meetings between JAYU and Major Tom helped us identify opportunities to evolve our strategy and test new approaches. That included experiments that shared JAYU’s mission and its participants’ artwork in new and exciting formats. All to encourage donations and program registrations.
With a new social media strategy and design system, JAYU's social media accounts experienced:
GROWTH IN THE SIZE OF THEIR INSTAGRAM COMMUNITY
ORGANIC IMPRESSIONS ON FACEBOOK OVER 6 MONTHS
INCREASE IN FACEBOOK LINK CLICKS
From the get go and for the entirety of our relationship, we were treated with respect, care, and were able to jointly impact the community we serve in greater ways. We can't say enough good things about the staff and leadership at Major Tom and we highly recommend anyone looking for branding/communications support.
Gilad Cohen, JAYU
Founder & Executive Director
Major Tom was an incredible partner in bringing this campaign to life. They supported our desire to dream bigger and imagined a campaign that resonated globally. With their experience and strategic thinking we were able to make this truly social-first to maximize our reach and connect with our audience.
Tamara Kamaka, Giants of Africa
Director, PR & Social Media
We've been able to grow our digital presence because of the collaboration and trust we have in the Major Tom team. Through this partnership, we have developed one of the most comprehensive digital media strategies in our sector.
Billy Cannings, The Salvation Army
Divisional Manager, Marketing & Communications
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