My amazing Brisbane-based client was in charge of the ball’s social media marketing, but she felt anxious about the campaign: previously, she had no luck with organic social.

But I was working for BeKonstructive Marketing, and we had two key strategies that have worked countless times for the agency.

To make my client happy, my strategies had to result in at least 350 ball tickets sold.

The funds raised would go towards child brain and spinal cord tumour research and assistance.

I had two strategies:

1. Engaging (commenting and/or replying) with helpful solutions on relevant local Facebook group’s posts

2. Sharing content specifically tailored to the audience of each Facebook group

I had to be careful with how I promoted the halloween-themed Gala, due to the sensitive topic at the crux of Brainchild.

1. I narrowed down the campaign’s Brisbane target audiences: lawyers, medical staff, supporters of related medical causes, business owners, and more.

2. I brainstormed ideas of the types of Facebook groups these audiences would be in. I included broader groups such as “things to do in Brisbane”, and more niche ones such as “Brisbane Lawyers”.

3. I searched for Facebook groups with these titles, that also included the word “Brisbane”.

4. I made a spreadsheet of the groups, read the Facebook group’s rules, and made notes under each group: which groups I could post in (and on what days), which groups I could only comment in, what types of content are post popular.

5. To begin with, I joined a few relevant ones so I could more easily keep track, and started commenting helpful advice from the client’s industry. I ensured I replied to comments I’d receive in a timely manner to build trust.

6. Once people started recognising me, we started strengthening our brand relationship.

7. I then posted custom-made group content (carousels, reels) that’s CTA-focused but also adheres to group rules (e.g. no sales promotions).