Driving Impact: an Instagram Success Story
Reaching over 1 Million Impressions with less than 10k followers!
In 1976, amidst a troubling rise in racist attacks on the streets of the United Kingdom, a powerful and transformative movement was born. Rock Against Racism emerged as both a political and cultural force, determined to combat racism through the unifying power of music. Over the course of six impactful years, from 1976 to 1982, a passionate group of activists orchestrated festivals, tours, local gigs, and clubs, all with one profound mission – to bring together music fans of all races and backgrounds, discouraging the embrace of racism among young people.
The movement's inception saw a remarkable moment in history when 100,000 people converged, marching six miles from Trafalgar Square to Victoria Park in London. The purpose? An open-air concert that would become a legendary symbol of unity. The lineup was nothing short of iconic, featuring renowned acts such as The Clash, Steel Pulse, Tom Robinson Band, and more. This historic event, held in April 1978, marked a turning point, solidifying Rock Against Racism as one of the most significant music-focused anti-racism efforts to date.
Fast forward to today, and the spirit of Rock Against Racism lives on through a non-profit organization committed to continuing the crucial work of combating systemic racism. The mission of this collective of musicians, artists, and music industry leaders is clear: to use music as a bridge, honoring intercultural differences, and striving for racial justice.
We were tasked with reviving and growing their Instagram to build community and promote discourse.
Building a Thriving Community
When we started working with Rock Against Racism, they had 1.2K followers. By implementing a content strategy focused around storytelling and amplifications of the stories of the marginalized communities, we grew the following to 8K, a 566% increase. Additionally, in the year 2023 we broke the 1 million impressions mark, hitting 1,057,051 to be exact! During Black History Month, we saw 4 reels reach over 100K views, receiving significant reach & engagement.
Josephine Baker saw 130K views, 12.8K likes, 165 comments and 2,340 shares
Photos from Black History saw 126K views, 11.6K likes, 28 comments and 248 shares.
Whitney Plantation saw 124K views, 3.9K likes, 108 comments and 1,602 shares.
Racist Phrases saw 130K views, 787 likes, 109 comments and 819 shares.
Finally, over the course of our management of the account 13 reels in total reached over 10K views with 5 of those reaching over 100K views. Strong numbers for an account with less than 10K followers! Two of the Reels that saw this virality were owned content that we edited to be optimized for Reels.
