Digital Marketing Agency
Client: Farvater Pro Charitable Foundation
Business area: services
Objective: Strengthen public trust, make the foundation’s activities visible and understandable, and help expand its support network
Client’s task: Create and set up a new Instagram business page and develop a brand identity
Collaboration format: special terms and conditions, as part of the team’s social contribution
Project context
Farvater Pro is a charitable foundation whose team helps those left without protection and support every day. When we first met, the foundation’s social media profiles didn’t reflect the scale and meaning of their activities. They didn’t inspire sufficient trust, didn’t convey the team’s energy, and didn’t highlight the people they had already helped.
We saw this not as a commercial request, but as an important social goal: to make the foundation’s activities known to as many people as possible; to make kindness visible, understandable, and contagious. Thus, we decided to support the foundation under special terms and conditions as part of our social contribution to society.
Objective
When the foundation approached us, its social media platforms had minimal design. They lacked style, the content was sporadic, and didn’t convey the true scale and value of their activities.
At the launch:
- The Instagram and Facebook profiles weren’t tailored to the foundation’s objectives.
- Visually, there was a lack of coherence, and the feed didn’t convey trust or expertise.
- The content consisted primarily of archived posts, lacking structure, scripts, or semantic consistency.
- They had no advertising account, and targeting had never been launched.
The main challenge was to make social media platforms vibrant, recognizable, and effective, turning them into a true communications platform for the foundation.
Search for solutions
The project began with meticulous preparation. Analysis revealed that the most important thing – a live presence – was missing. Social media pages didn’t convey meaning, personality, or scale. We decided to fix this through soft and sincere design, storytelling, and unstaged content.
Based on the analysis, we defined the following key findings and hypotheses:
- We audited Instagram and Facebook pages to identify weaknesses: a lack of a unique selling proposition, an unarticulated mission, and an unstructured presentation.
- We analyzed successful cases from the charitable and public sectors: visual formats, storytelling, and engagement scenarios.
- We developed a content strategy with an emphasis on openness, live stories, and trust, which included visual categories and content lines.
This allowed us to establish the basis for creating systematic, recognizable, and effective communication with the target audience.
What was done?
The project included two areas: design and management of social media pages, and the launch of soft, targeted advertising. Within SMM:
Within SMM:
- We developed a visual identity – card style, feed grid, brand colors, and fonts. The visuals were built on a combination of up-to-dateness and social reliability.
- We updated profile headers and created a Highlights structure – areas of assistance, reports, team, and case studies.
- We arranged photo shoots to publish real content on social media.
- We created a list of headings and developed a content plan with regular submissions.
- We ensured ongoing moderation and community management – responses, reactions, activity in Direct and Stories.
This approach gradually built trust: the audience saw that the foundation is backed by real actions and real people.
Targeted advertising:
The advertising strategy was built from scratch. The foundation had never launched a single campaign before, and we needed not just to get started, but to immediately establish an effective logic. Everything revolved around one question: who needs to know about the foundation and how can we reach them without pressure? To achieve this, we:
- Set up a Meta advertising account from scratch and designed reach and awareness campaigns.
- Launched advertising campaigns with three key goals: increase foundation awareness, audience engagement, and grow subscriber number. We built separate creative and audience pairings for each goal.
- Selected visuals and formats to avoid artificial pretension and maintain a lively atmosphere.
- Analyzed metrics (reach, engagement, and clicks) and adapted campaigns without being overly aggressive.
We analyzed campaign effectiveness weekly – tracking CPM, CTR, engagement, and website clicks, after which we promptly adjusted settings to enhance results. This enabled us to attract new people to the foundation who share its values, rather than simply clicking on a pretty banner.
Result
During the first few months of our activities, the foundation’s social media channels became recognizable and gained trust. Visually and meaningfully, the accounts now communicate what’s truly important: the people, the process, and the actions. The number of requests, reposts, subscribers, and incoming requests increased.
Targeted advertising allowed us to attract a new audience, and the content helped retain them. People began offering help, sharing posts, and following the project’s progress. A sense of belonging emerged.
The foundation continues to independently manage its social media channels, relying on the established structure and visual system. We remain in touch as partners – ready to support them as they launch new projects, fundraisers, or initiatives. For us, the project has become a story of trust, support, and a cause to believe in.