When social media
strikes a chord.
This project focused on strengthening an a cappella group’s established social media platforms, developing content, and driving organic growth without relying on paid advertising.
Out of the Dawg House (OOTDH) is a collegiate a cappella group that wanted to improve their existing social media presence. Their goals included stronger brand cohesion across platforms, increased traffic, and support for concert ticket sales—all through organic growth rather than a paid digital ads strategy.
Goal
I began with a full audit of OOTDH’s existing social media platforms, including Instagram, Facebook, and YouTube. From there, I identified optimization opportunities that could be addressed quickly to create immediate improvement, such as profile consistency, formatting, and content presentation.
In addition to these early wins, I developed content calendars to help plan and track ongoing efforts, along with clear content direction to guide future campaigns. This approach gave the group a shared framework for what to post, when to post, and how each platform could be used intentionally to reach and engage their audience.
Strategy
After executing the expanded content strategy, OOTDH saw significant organic growth across platforms. Their total social media following increased by over 1,000 followers, and engagement rates rose across the board. Most notably, their YouTube channel more than doubled its average monthly viewership, supporting greater awareness and a stronger connection with their audience.
Outcome
Looking to improve your organic social media presence?
I can build a strategy that supports growth without losing your voice.