Herizon
Herizon is a Finnish non-profit organization that helps international professionals and immigrant women secure jobs in Finland and the Nordics. Operating as a software-driven non-profit, they connect professionals with companies through, internships, and mentoring while focusing on diversifying the tech sector.
The Challenge
Herizon struggled to gain traction on social media, with a dormant TikTok account of 30 followers and 400 on Instagram. They needed a strategic partner to not only boost their online presence but also drive tangible results in event sign-ups and community growth on their platform.
Meridian’s Approach
Meridian recognized that Herizon's unique mission required a tailored, multi-platform strategy that could evolve with their needs. We started by:
- Establishing a strong brand identity: We refreshed Herizon's social media profiles to better reflect their mission and services, creating a cohesive and compelling brand narrative.
- Developing content pillars: We crafted three distinct content pillars - "Poke the System", "Immigrant Reality", and "Herizon Fam" - each designed to resonate with specific audience segments and drive engagement.
- Iterative content optimization: We continuously analyzed performance data to identify top-performing content themes, formats, and styles, doubling down on what resonated and swiftly adapting our approach.
- Platform-specific strategies: We developed separate content strategies for TikTok and Instagram, tailoring our approach to maximize impact on each.
- Funnel optimization: As Herizon's follower base grew, we shifted our focus from broad brand awareness to driving event sign-ups and fostering community engagement, leveraging tactics like Instagram carousels and TikTok SEO to attract niche audiences.
Meridian’s Results
Meridian’s Results
Meridian's strategic approach and continuous optimization yielded significant results for Herizon:
- Explosive follower growth: TikTok followers increased by 8,900%, Instagram followers by 1,025% all within 5 months.
- Viral reach: Multiple Reels hitting 200,000 - 500,000 views, and TikTok consistently generating 300,000+ organic views per month.
- Audience engagement: Month-on-month, TikTok shares increased by an average of 29.5%, likes and comments by 37%. On Instagram, carousel posts gained an impressive 500-1000 saves each, indicating the immense value users found in Herizon's content.
- Tangible business Impact: Significant increase in website traffic, link clicks, event sign-ups, and platform registrations, directly correlating with our social media efforts.
The numbers only tell part of the story. By deeply understanding Herizon's mission and audience, Meridian was able to craft a social media presence that not only drove metrics but truly connected with the community Herizon serves.
Our work with Herizon showcases Meridian's ability to drive results in even the most niche industries and target audiences, our commitment to continuous learning and adaptation, and our focus on the strategic picture - not just likes and follows, but real, meaningful impact.
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Our team’s all ears (and ideas).
If you have a company or project you'd like to get some marketing help for, we've got you covered.Let us know who you are and what your context is — we'll get back to you within 48 hours.
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