PDSA Engaging a Community of Charity Ambassadors

Thinking big What was the brief?

The UK’s largest veterinary charity needed to rejuvenate their social media channels to help raise brand awareness, educate pet owners and develop an active and engaged community of charity ambassadors.

Acting bold What did we do?

Following an in-depth audit of PDSA’s social channels, our team developed a detailed analysis of content performance, audience behaviour and ad campaign ROI. We collaborated with PDSA’s teams to run a series of workshops with key stakeholders to discuss our audit findings. A social strategy was then developed to redefine channel purpose and bring content in line with brand pillars.
We established an always-on approach, combining a daily calendar with reactive content including; a series of videos, multimedia graphics, interactive content and games designed to bring the work of PDSA to life, leverage the Charity’s heritage, deliver data capture and drive engagement and sharing.


Driving impact What were the results?


  • 93% YOY increase in Facebook follower growth
  • 50% YOY increase in Facebook organic reach
  • 200% YOY increase in monthly engaged Facebook users


  • 3% YOY increase in Twitter follower growth
  • 9% YOY increase in organic Twitter reach
  • 26%YOY increase in Twitter engaged users


  • 735% YOY increase in Instagram follower growth
  • 435% YOY increase in Instagram engaged users
  • 565% increase in organic Instagram reach






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