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Forward in 7: Social Media Strategy for Lifewise NZ

Discover the 'Forward in 7' campaign strategy focusing on social media donation funnels, target audience analysis for Auckland, and campaign KPI tracking.

#marketing-strategy#social-media-campaign#non-profit-fundraising#donation-funnel#tiktok-marketing#instagram-strategy#auckland
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Pitch
Forward in 7
Clear. Simple. Direct.
A pathway designed to remove barriers — no overwhelming steps, no complicated access points. When interest is built, conversion is effortless.
TikTok & Instagram
Real. Relatable. Impactful.
Everyday interactions, authentic stories, real New Zealand perspectives. Content that builds connection to an issue we all face — and a solution we can all be part of.
One Idea. Two Halves. One Powerful Campaign.
Made byBobr AI
Slide 6 — Platforms
Where the Campaign Lives
Primary Platform
Reels for storytelling
Stories for updates and CTAs
Link stickers to donations
Secondary Platforms
TikTok (cross-posted content for reach)
Lifewise website as the donation endpoint
Why This Matters
Maximises reach and engagement without increasing costs
Creates a clear pathway from discovery to donation
From Discovery → Engagement → Donation
Made byBobr AI
TARGET AUDIENCE
YOUNG.
CONSCIOUS.
CONNECTED.
Auckland, 18–30
WHO THEY ARE
Socially Conscious
Authentic Values
Low–Mod Income
Auckland CBD
18–30 yrs
WHY THEY MATTER
01
Café Culture Aligned
02
Short-Form Content Ready
03
Organic Amplifiers
From Discovery → Donation
Made byBobr AI
Measurement & Success
How We Know the Campaign Is Working
PRIMARY KPI
Total Donations Generated
$10,000
over 6 months
Financial sustainability is the core objective
Donations = clearest form of behavioural change
Aligns with Merge Café's need to offset operating losses
This KPI determines whether awareness is translating into real-world impact.
SUPPORTING METRICS
📊
Engagement Rate
Likes, comments, shares, saves. Indicates emotional resonance and storytelling effectiveness.
🎬
Video Views & Completion
Captures and retains attention. Strong retention = effective emotional hooks.
🔗
Click-Through to Donation Page
Transition from intent to action. Identifies friction in funnel.
💚
Pay It Forward Participation
Adoption of $7 ask. Confirms framing is accessible and motivating.
Awareness → Engagement → Action → Donation
Made byBobr AI
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Forward in 7: Social Media Strategy for Lifewise NZ

Discover the 'Forward in 7' campaign strategy focusing on social media donation funnels, target audience analysis for Auckland, and campaign KPI tracking.

Clear. Simple. Direct.

Forward in 7

A pathway designed to remove barriers — no overwhelming steps, no complicated access points. When interest is built, conversion is effortless.

Real. Relatable. Impactful.

TikTok & Instagram

Everyday interactions, authentic stories, real New Zealand perspectives. Content that builds connection to an issue we all face — and a solution we can all be part of.

One Idea. Two Halves. One Powerful Campaign.

Slide 6 — Platforms

Where the Campaign Lives

Primary Platform

Reels for storytelling

Stories for updates and CTAs

Link stickers to donations

Secondary Platforms

TikTok (cross-posted content for reach)

Lifewise website as the donation endpoint

Why This Matters

Maximises reach and engagement without increasing costs

Creates a clear pathway from discovery to donation

From Discovery → Engagement → Donation

TARGET AUDIENCE

YOUNG.

CONSCIOUS.

CONNECTED.

Auckland, 18–30

WHO THEY ARE

Socially Conscious

Authentic Values

Low–Mod Income

Auckland CBD

18–30 yrs

WHY THEY MATTER

01

Café Culture Aligned

02

Short-Form Content Ready

03

Organic Amplifiers

From Discovery → Donation

Measurement & Success

How We Know the Campaign Is Working

PRIMARY KPI

Total Donations Generated

$10,000

over 6 months

Financial sustainability is the core objective

Donations = clearest form of behavioural change

Aligns with Merge Café's need to offset operating losses

This KPI determines whether awareness is translating into real-world impact.

SUPPORTING METRICS

📊

Engagement Rate

Likes, comments, shares, saves. Indicates emotional resonance and storytelling effectiveness.

🎬

Video Views & Completion

Captures and retains attention. Strong retention = effective emotional hooks.

🔗

Click-Through to Donation Page

Transition from intent to action. Identifies friction in funnel.

💚

Pay It Forward Participation

Adoption of $7 ask. Confirms framing is accessible and motivating.

Awareness

Engagement

Action

Donation