Brand Launch & Social Media Growth

Objective

Launch a socially focused brand soup-to-nuts to support pre-marketing efforts for an upcoming major motion picture film, and help promote a narrative of Native American resilience. 

The Goals
  • Build an active and robust social media following
  • Spark a movement intended for both Native American and non-Native people to take part in amplifying Native American stories & voices online
  • Provide fans and followers with the tools and easy opportunities to take action and make a difference
  • Drive awareness and education on important Native American figures
  • Put Native American stories in mainstream headlines (and keep them there)
Solution

After a thorough assessment of the client’s goals and audience potential, the MTO team delivered:

  • Clear, succinct, and evocative brand mission, logo, and complete style guide
  • “Headline-worthy” strategic launch with a publicity-driving, non-partisan petition to restore Native American athlete Jim Thorpe’s official Olympic wins
  • Exceptionally targeted ad campaigns on Facebook and Instagram
  • Highly engaging, thought-provoking, and educational social and video content
  • Event partnership with Grammy Award-winning and mission-aligned musicians Portugal. The Man through their non-profit org PTM Foundation
  • In-house highly sophisticated digital rewards platform that makes it easy for followers to take part in a larger movement and help drive the org’s mission through sharing strategically curated social content from Native voices and creators — and earn rewards for each completed action
Results

From the very beginning, with the help of “top of funnel” targeted ads, we developed a community of followers that far exceed benchmark engagement averages across platforms. 

Notable  metrics include: 

In the first 3 months, our ad campaigns delivered:

  • 31% social ad conversion rate
  • 2.6M retargeting audience developed
  • $9.30 value for every $1 spent in advertising
  • 12.7% social click-through conversion rate

And in less than 6 months, our organic social content achieved:

  • 2M social engagements
  • 7.7M social impressions
  • 155% above benchmarks for Facebook engagement (0.23% benchmark avg of 0.09%)
  • 2108% above benchmarks for Instagram engagement (24.74% benchmark avg of 1.12%)
  • 3455% above benchmarks for Twitter engagement (1.6% benchmark avg of 0.045%)

After launching with zero brand recognition, Bright Path Strong now maintains a strong digital presence indexed in Google search with over 1 million “warm leads” for retargeting, first-page keyword search results.

But more importantly, the movement created is making a real difference. As the New York Times reported in December 2020, the petition we launched for Bright Path Strong in July 2020 to restore Native American hero Jim Thorpe’s Olympic wins has not only gained the attention of the International Olympic Committee (IOC), but the support of US Olympic committee member Anita De Frantz, Native American gold medalist Billy Mills, champion lacrosse player and Native American faith keeper Oren Lyons, gold medal decathlete Caitlyn Jenner, the Pro Football Hall of Fame, and many other important figures and organizations in sports.

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Brand Launch & Social Media Growth

Objective

Launch a socially focused brand soup-to-nuts to support pre-marketing efforts for an upcoming major motion picture film, and help promote a narrative of Native American resilience.

The Goals
  • Build an active and robust social media following
  • Spark a movement intended for both Native American and non-Native people to take part in amplifying Native American stories & voices online
  • Provide fans and followers with the tools and easy opportunities to take action and make a difference
  • Drive awareness and education on important Native American figures
  • Put Native American stories in mainstream headlines (and keep them there)
Solution

After a thorough assessment of the client’s goals and audience potential, the MTO team delivered:

  • Clear, succinct, and evocative brand mission, logo, and complete style guide
  • “Headline-worthy” strategic launch with a publicity-driving, non-partisan petition to restore Native American athlete Jim Thorpe’s official Olympic wins
  • Exceptionally targeted ad campaigns on Facebook and Instagram
  • Highly engaging, thought-provoking, and educational social and video content
  • Event partnership with Grammy Award-winning and mission-aligned musicians Portugal. The Man through their non-profit org PTM Foundation
  • In-house highly sophisticated digital rewards platform that makes it easy for followers to take part in a larger movement and help drive the org’s mission through sharing strategically curated social content from Native voices and creators — and earn rewards for each completed action
Results

From the very beginning, with the help of “top of funnel” targeted ads, we developed a community of followers that far exceed benchmark engagement averages across platforms.

Notable metrics include:

In the first 3 months, our ad campaigns delivered:

  • 31% social ad conversion rate
  • 2.6M retargeting audience developed
  • $9.30 value for every $1 spent in advertising
  • 12.7% social click-through conversion rate

And in less than 6 months, our organic social content achieved:

  • 2M social engagements
  • 7.7M social impressions
  • 155% above benchmarks for Facebook engagement (0.23% benchmark avg of 0.09%)
  • 2108% above benchmarks for Instagram engagement (24.74% benchmark avg of 1.12%)
  • 3455% above benchmarks for Twitter engagement (1.6% benchmark avg of 0.045%)

After launching with zero brand recognition, Bright Path Strong now maintains a strong digital presence indexed in Google search with over 1 million “warm leads” for retargeting, first-page keyword search results.

But more importantly, the movement created is making a real difference. As the New York Times reported in December 2020, the petition we launched for Bright Path Strong in July 2020 to restore Native American hero Jim Thorpe’s Olympic wins has not only gained the attention of the International Olympic Committee (IOC), but the support of US Olympic committee member Anita De Frantz, Native American gold medalist Billy Mills, champion lacrosse player and Native American faith keeper Oren Lyons, gold medal decathlete Caitlyn Jenner, the Pro Football Hall of Fame, and many other important figures and organizations in sports.

want results?

Reach out and let us know how we can help. We'll let you know how we can make it happen.

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