Saprea: Social Media Rebrand
01 — Project details
The Younique Foundation, Defend Innocence, and Finding Hope were combining and rebranding under one name, Saprea. The 35 social media accounts across the three brands would need to be rebranded and pared down to 17 under one brand without audience attrition.
Saprea provides services for child sexual abuse healing and prevention in four languages and has a presence on eight social media platforms. Before the rebrand, the organization had several accounts on some platforms under different brand names.
02 — Creative process
I planned for the social media aspect of the rebrand for over a year, determining which accounts would be rebranded along with content strategy on all platforms to maintain our audience and engagement.
Once the strategy was in place, I coordinated with the design team to get assets rebranded and/or created, which included a two-day photoshoot for social media content and backgrounds. I put together and trained a team who would physically switch branding on the day of the announcement.
03 - Results
Saprea retained 99% of our social media audience on the rebranded accounts and improved engagement by 21% year-over-year.
My content strategy covered the year of 2022, from teaser posts before the rebrand, to the announcement itself, to the weeks and months after.
Knowing the risk of losing audience members and engagement due to rebrand confusion, my strategy was heavily focused on retainment and community building.
+1,652
new followers in the first month after the rebrand
+8%
audience size increase one year post-rebrand
+63%
engagement rate in the first month
9
members of the social media rebrand team