SALAM CHARITY
Overview
Grew the Instagram audience from around 1,700 to 10,600
Worked on 3 influencer campaigns, generating 11m+ impressions
MyTenNights 2020 campaign achieved reach of 10 million+ and raised £220,000 in 14 days
Provided social media management, brand management, brand sales, project management, content creation, copywriting, content curation and influencer marketing
What I did
I began working with Salam Charity to enhance their social media presence, starting with a comprehensive review and organisation of the extensive library of images and videos they had amassed throughout their impactful work. From this collection, I carefully curated the visuals best suited for social media platforms, crafting engaging and relevant captions to accompany each post. By tailoring strategies for Facebook, Instagram, Twitter, and LinkedIn, I ensured that each platform was utilised to its fullest potential.
In addition to content creation, I actively managed their social media channels, responding to questions and comments in inboxes and threads to foster engagement and build a stronger connection with their audience. My support later expanded to include YouTube and TikTok, diversifying their reach across platforms popular with different demographics.
Recognising that social media was just one aspect of their digital ecosystem, I worked with the team to optimise their website. This involved revamping page and blog content to better reflect the organisation’s mission and initiatives, improving user journeys, and enhancing the payment experience to make donations smoother and more accessible. These improvements contributed to a more cohesive and user-friendly digital presence, aligning with Salam Charity’s goals of engaging their community and increasing support.
Simultaneously, I focused on building and refining Salam Charity's influencer database, strengthening relationships with key influencers and ensuring alignment with the organisation’s values. This database became a foundation for launching several impactful campaigns, including My Ten Nights (highlighting the last ten blessed nights of Ramadan), My Ten Days (celebrating the sacred first ten days of the Islamic New Year), and The Cold Truth (addressing the hardships faced during harsh winters).
Additionally, I spearheaded strategic collaborations with relevant businesses, such as The Hungry Cow and Zidouri, creating campaigns that amplified Salam Charity’s message and expanded its reach. These partnerships were not only instrumental in increasing awareness but also in connecting with diverse audiences in meaningful ways.
Through a combination of strategic content creation, digital optimisation, influencer engagement, and collaborative campaigns, I was able to significantly enhance Salam Charity's digital footprint, fostering stronger relationships with their community and driving greater impact for their initiatives.
By choosing the right images, alongside well-crafted captions, we were able to get one of our most popular organic posts, reaching over 350,000 people and over 10,000 engagements on Facebook, which is notoriously a platform with low reach and engagement.
Content curation
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