BC Cancer Foundation
Content Strategy
We created a content strategy and scalable workflow system to streamline planning, execution, and team collaboration
Scope
Client
Year
The Challenge
The Foundation's social channels had become inconsistent both strategically and visually.
Without a dedicated internal resource, content planning was reactive, messaging lacked focus, and the feeds no longer reflected the strength of the organization or its mission.
Engagement and impressions had begun to decline, while the absence of a repeatable planning process made it difficult for multiple teams to collaborate effectively.
The Solution
Rather than simply filling the social media manager role, we developed an end-to-end content strategy focused on performance and long-term sustainability.
We established content pillars, channel-specific strategies, user-generated content opportunities and a paid boosting approach. Building on the strong engagement generated by authentic human stories, we created frameworks for patient and survivor storytelling across short-form video and carousel posts. We also developed a library of branded social templates and a scalable content planning workflow in Asana—an approach that proved so effective it was adopted across other areas of the organization.
The Results
We established repeatable content planning systems now used beyond the marketing team
Over the first six months of the partnership:
- 163.9% increase in impressions across all social channels (YoY)
- 10.1% increase in followers across all channels (YoY)
- Paid boosting strategy generated an additional 500,000+ video views
