Creative Director and
Brand Strategist
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Public Ministry of Labor of RS (Enough Work Accidents Project)
Date
2021
Role
Manage content agendas, co-create and collaborate on strategy, create creative agendas, write texts for publications, control and activate ads, respond to comments, and generate performance reports.
Type of project
Content Creation, Writing, Content Strategy
Results
From approximately 147K reach in the first month to 282K in the last month
(+100% increase)
Average of 70% of comments classified as positive/constructive
Increased reach in new cities
+25K interactions in the last 3 months
Challenge
Having existed for over three years, the project already had a consolidated following on its profile. The challenge for this project was to update the strategy to revamp the content so it could have greater impact and reach more people within its target audiences, which are workers in various sectors, thereby garnering more interaction and engagement.
The "Chega de Acidentes de Trabalho" (No More Workplace Accidents) Facebook page is an initiative of the Rio Grande do Sul Public Prosecutor's Office (MPT/RS) that seeks to raise awareness among the state's population about workplace accident prevention.
The work was carried out in partnership with the agency Vidya Comunicação e Engajamento, which is responsible for the account.
What was done
The adopted strategy was based on three main efforts:
1) Review and update of performance metrics: We sought to include other indicators in the reportability, such as comments, classifying them as positive/constructive and negative/derogatory, in order to not only drive engagement but also measure the quality of the engagement generated.
2) Diversification of content: In addition to varying formats, including more videos and GIFs within the topics, we sought to balance the tone of voice and the expected effects of each post, with more news-based content, others with a humorous tone, and finally, educational content, always varying the formats and language.
3) Focus on audiences and language: we started to create specific segmentations for some groups of workers who have publications about them more frequently, such as motorcycle couriers, in addition to adapting the language as much as possible so that it fulfills the function of informing, while also entertaining and raising awareness in the audience.
