Organic social case study
I was tasked with ideating and building creative for Mercury Financial’s organic social, across their Meta, Twitter (“X”), and LinkedIn channels for June 2023. This led to their highest month of engagement ever—here’s how.
Where they started
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Lacking headlines
Their original organic social posts often lacked essential text hierarchy that helps tell a story.
Engagement (IG): 6 likes
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Lots of text
Instead of utilizing carousels, stories, or linking to blog posts to disseminate info, Mercury put everything on one static image.
Engagement (IG): 4 likes
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Stale design
Many posts had the same white background with minimal design elements or dimension.
Engagement (IG): 6 likes
What I updated
Diving deeper on top-performing posts
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Built in text hierarchy
I bolded important details for improved scannability, implemented headlines, and drastically reduced text, believing that copy should add to, but not dominate an image.
Engagement (IG): 32 likes
Engagement (FB): 2.8K likes (with boosting)
Post Copy:
A lot can be up in the air when it comes to travel (literally). But if there’s one thing you want to be sure of, it’s your wallet. See why mobile wallets are a secure option—on summer road trips, weekend flights, and everywhere. -
Refreshed the look and feel
As Associate Creative Director, I worked with designers to create images that would stand out on a newsfeed. I additionally refreshed post copy with emojis and a more engaging tone.
Engagement (IG): 11 likes
Post Copy:
#ShopWithPoints Mercury® cardmembers have redeemed 250 MILLION rewards points at Amazon.com! That’s $2.5 million at checkout🤯🤩Want to join the fun? Enroll your Mercury Card to get started.
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Diversified posting format
Mercury had almost exclusively posted static images. In running their creative, I incorporated a mix of formats, writing storyboards for animations (shown above), carousels, and stories.
Engagement (IG): 25 likes
Post Copy:
Looking for a way to save on interest *and* pay down your balance faster? Go a little above your Min Due with Smart Spot 🎯Try Smart Spot today in the Mercury® Cards app.
Results
Mercury had their highest number of likes and comments to date from late May through June 2023. Despite being a newer company with (at the time) fewer than 29K followers across all channels, my creative team and I designed posts that saw a massive lift in engagement.