The Challenge:

Helping Fairtrade America change the world — one social post at a time

At The Content Factory, we’re always excited to help organizations overcome their digital marketing challenges and achieve their goals, but it’s especially rewarding when we can help an organization that actively seeks to make the world a better place.

Fairtrade America is is an independent non-profit 501(c)3 organization that promotes sustainability and fair working conditions for producers in developing nations. One important way they help spread the word is through social media, and the non-profit turned to TCF to help drive more engagement and referral traffic from their social media marketing efforts.

We’re big fans of chocolate, coffee and worthy causes here, so we jumped at the chance to help them make an even bigger impact.

The Solution:

Social media marketing optimization, a new Instagram presence and Twitter parties

The Content Factory began by auditing the NPO’s existing social media properties to find opportunities for improvement, then worked with Fairtrade America to put an optimization strategy in place. This also involved planning and implementing a new Instagram social presence — a perfect fit for a brand with high visual impact and millennial appeal.

We also worked with Fairtrade America to create #FairtradeChat, a branded content Twitter party that brought other organizations, brands and influencers in the movement together with consumers for a recurring one-hour themed conversation.

TCF  co-created 20 of these events, consistently pushing the client’s hashtag into Twitter’s top-100 trends during the program. The average #FairtradeChat received over 6 million timeline deliveries an hour on the strength of 2,200 tweets using the hashtag, reaching an average of 1 million Twitter users from one chat until the next.

#FairtradeChat became a staple of the global organization’s social strategy, frequently featuring guest co‑hosts from across the human rights movement.

Social media referral traffic before TCF (over three-year period):

3,104 Facebook

1,306 Twitter

150 LinkedIn

33 Pinterest

0 Instagram

We created an aggressive social marketing strategy that included:

  • Defining, listing and engaging with influencers and followers
  • Preparing staff for events with official hashtags, attendee lists, and shareable graphics to build brand authority and define PR opportunities
  • Organizing giveaway contests to raise consumer awareness for licensed brands
  • Managing social media advertising campaigns across all channels
  • Social listening, followed by sharing brand mentions and movement news
  • Creating a steady flow of branded graphic design elements for social sharing
  • Optimizing and updating each social channel in step with algorithm changes

Throughout the process, we communicated with Fairtrade America’s team daily, meeting bi-weekly and reporting monthly on progress, challenges and recommended next steps.

"I’ve worked with the Content Factory for the past two years. They go about their business professionally, nimbly and with good humor, keeping us up to date on current trends in the social sphere and helping us stand out."
How a Non-Profit Organization Increased Facebook Referrals 500%

Kyle Ronald Freund, Media Manager, Fairtrade America

The Results:

286% more referral traffic from social media marketing

In the course of three years of managing Fairtrade America’s social media marketing, The Content Factory was able to generate a billion organic Twitter impressions, grow the Facebook page following by 1,135% and account for 6 of the organization’s top 10 traffic referral sources:

Social media referral traffic after TCF (over three-year period):

18,571 Facebook

9,998 Twitter

1,233 LinkedIn

1,080 Pinterest

518 Instagram

"The Content Factory has, in just one year, increased our Facebook likes alone by 500%, gotten us placements like Forbes Magazine and churned out a crazy amount of custom graphics and posts to drive traffic to our website. These successes are reflected in the fact that The Content Factory continuously pushes us out of our comfort zone by bringing so many great ideas and opportunities to the table. To us, they are less like an agency and more like creative, funny, dedicated members of the team."
How a Non-Profit Organization Increased Facebook Referrals 500%

– Mary Linnell-Simmons, Marketing & Communications Manager, Fairtrade America

Become a TCF Success Story

The Content Factory can help you gain more visibility, influence and engagement on social media with a marketing strategy designed for your specific organization. Visit our Social Media Marketing services page to learn more about the TCF advantage, then download our pricing proposal to learn how to get started!