giving africa’s wildlife a voice on eight channels

social media management content strategy community operations kpi reporting
African Wildlife Foundation
client

African Wildlife Foundation

sector

conservation · global ngo

01 · the challenge

The African Wildlife Foundation is the primary advocate for Africa’s wildlife and wild lands, speaking to donors, policymakers, conservationists and the global public. Its story is urgent — but social feeds reward entertainment, not urgency. AWF needed an eight-channel estate run with strategy, craft and discipline: growing reach and engagement against explicit monthly targets across Facebook, Instagram, LinkedIn, X, YouTube, TikTok and beyond — with every channel playing its distinct role.

02 · the approach
channel-role strategy LinkedIn for policy and professional influence, Instagram and Facebook for reach and storytelling, YouTube for the Frontline series, TikTok for new audiences — the report’s own question, ‘what role should each platform play?’, answered in practice.
video-led content engine A scaled-up output of long-form, Shorts and TikTok video — conservation stories built for how each feed is watched.
community operations Daily engagement, conversation management and social listening — an active social echo of mentions sustained month after month.
baseline → target reporting Every channel measured monthly against six-month targets — baselines, growth and gaps visible to the client at all times.

performance, massively improved

03 · the outcome

In a matter of months, a disciplined, channel-by-channel approach turned AWF’s social estate into its strongest-performing to date — conservation storytelling, held to real performance standards .

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