As my first major initiative at Idealist I created a social media activation using the hashtag #IdealistResolution in order to get people from all over the world to share their good intentions for the upcoming year with us. At the center of the campaign was a user-generated video of people from our email list verbally sharing their good intentions with us (which you can watch below). We transformed the homepage of the website to cater to this activation and built out a landing page with the TintUp widget so that people could see what others were saying all in one place; and then choose to explore our site for opportunities that matched their resolutions.

The purpose of this activation was a rebranding effort, since at the time Idealist was attempting to reposition themselves as more than just a job board. Our goal was to show people that we not only want to help them realize their good intentions but we also want to help them act upon them in the following year. This initiative ended up being the most engaging social media activiation that Idealist had seen since their first appearance on the medium. The campaign resulted in a 30% increase in site traffic, a 40% increase in job applications, and a 15% increase of new organizations posting their opportunities compared to the same time period the previous year. The campaign was seen as both an extremely successful brand awareness effort and a successful lead generation effort; as overall followership and traffic greatly increased along with a positive ROI.