Quilt | “It’s Cool to Care” Campaign

I joined the team in June of 2021 as a Marketing Coordinator (contractor) to manage Quilt's Instagram and Twitter accounts. I collaborated closely with the Digital Media Marketing Manager and Head of Community to create and implement a new social strategy to drive top-of-funnel growth.

For the month of August, the Head of Community decided to create a campaign called “It’s Cool to Care”. The intention of the campaign was to highlight the different types of conversation topics on Quilt and to acquire new users by advertising how anyone can use Quilt to talk about anything that interests them. I was brought on to create and execute a strategy for the campaign on Instagram.

I first created a schedule for daily content across Instagram’s core mediums for reach and growth (Posts, Stories, Reels, and IG Live). Posts and Stories were table stakes, with Reels aiming for more reach, and IG Live aligning with our product and community. I also planned and created content for the influencers we contracted to host theme-specific “quilts” (live chats) each week of the campaign. The marketing team’s goal was to increase total active monthly users by 20% month over month. Usually, Quilt’s social media accounts for 35-45% of monthly new user joins. I worked with our Head of Marketing to project a goal for a 10% increase in total active monthly users in August as a result of the social campaign alone. Once my strategy was approved, I designed an asset to announce the campaign before August began.

In preparation, I spent July creating all of the assets that would be needed. The biggest priority was to create templates for quick editing for each week since not every influencer and quilt was 100% locked in. To solve this, I created templates that could be edited and reused for each week.

I created, designed, and wrote the copy for every asset and was responsible for distribution to our influencers and brand ambassadors. This included:

• an asset for the grid that announced the influencer for that week and their 7 quilts

• a video asset for reels that covers what was talked about in the influencer’s quilt using recorded audio

• an asset for stories detailing quilts hosted by the community that week that are about the selected conversation topic.

Influencer Posts

Reels

Story Posts

Once all influencers were scheduled, I got final approval for my content from the Digital Marketing Manager. I then uploaded and scheduled all of the posts in Later, Quilt’s tool for post scheduling.

I purposely left one day unscheduled each week for “viral attempts.” I would create timely, original assets or find re-postable content that aligned with each week’s theme. These posts can have a tremendous impact on new user growth–one of mine led to 10x our usual new users from a single post.

Viral Attempts

My viral attempts amplified the reach of the campaign. The average reach of these posts was 260% higher than non-campaign content and created 111% more website taps (clicks on the Link in Bio of the account).

After the campaign ended, we pulled the data from Clevertap and Branch to determine if the campaign was a success. We increased MoM new user growth 3% more than the previous month (15% in July). The trackable link in the bio of Quilt’s Instagram showed that the social campaign was responsible 63% of the growth on the month, at 10.8% new user growth. This campaign exceeded our 10% goal.