B Squared Media approaches marketing with conversations in mind, not campaigns. And that’s what makes social media a key component of the agency’s offerings.

The goal is establishing trust and connecting emotionally with online audiences. Through expert social strategy, this Sprout Social Agency Partner was able to do just that on behalf of the United States Adult Cystic Fibrosis Association (USACFA).

Lending a Hand

B Squared aims to regularly assist deserving organizations through pro bono work. Its objective with USACFA was straightforward: Help the organization launch its first-ever #GivingTuesday initiative. Unlike the commercialism of Black Friday and Cyber Monday, #GivingTuesday is all about giving back to those in need and it’s fueled by social.

However, the B Squared team only had a matter of weeks to build a strategy from scratch.

“We rallied the troops and created a plan to push their #GivingTuesday messaging on Facebook and X,” said Brooke B. Sellas, Founder and CEO of B Squared Media. “Using Sprout Social, our team created the copy and images for all of the #GivingTuesday messages and scheduled them to go out in October and November.”

B Squared pull quote

Her agency also made a concerted effort to put a human face to cystic fibrosis by including the pictures and personal stories of USACFA’s board members, all of whom live with the disease. B Squared also doubled down on the power of video, including clips on social and in emails to better engage online audiences.

Crafting Connections

B Squared provides end-to-end social solutions for clients and its work for USACFA was no different. In addition to creating and curating targeted content across multiple social channels, the agency used Sprout Social’s robust reporting functionality to track results every step of the way. This included pulling data on messages sent, click-through rate, impressions and engagements.

B Squared X report

In addition to a 257% month-over-month increase in sent messages from October to November, the agency achieved a:

  • 59% increase in CTR.
  • 206% increase in impressions.
  • 666% increase in engagements.
B Squared engagement

Social activity helped raise more than $30,000 in donations for USACFA’s inaugural #GivingTuesday initiative by mid-December. B Squared’s success was made all the sweeter thanks to its personal connection to the cause. The agency’s Operations and Senior Account Manager, Rachel Steinman, lives with cystic fibrosis, as does Sellas’ sister.

“B Squared Media was instrumental in helping us successfully fundraise for our #GivingTuesday campaign,” said USACFA President Jeanie Hanley, MD. “In less than three months, the incredible B Squared Media team orchestrated our raising of $30,000, which was our year-end goal for this campaign. We couldn’t have done it without them!”

B Squared knows better than most how effective social can be for inspiring trust and forming emotional connections with digital audiences. As 2017’s Sprout Partner of the Year, it will continue to deliver on its unique approach to social for clients and worthy causes alike.