MG Naanod x Projects & Case Studies

projects & case studies

Social Media Campaigns

Canva Pasko

project role: Campaign lead

Goal

Increase monthly active users in the Philippine market during the holiday season, a traditionally low-performing period.

Problem and Objectives

Problem:

The COVID-19 pandemic necessitated a fully online campaign with no in-person events.

Objectives:

Boost monthly active users in the Philippines.
Leverage Filipinos' passion for Christmas, contests, and design.
Drive engagement and positive sentiment within the Canva community.

Campaign video teaser translated to English:

Christmas season is here

And pizes await those who’ll share the Christmas spirit

1 month free Canva Pro, 1 year free Canva Pro, Limited edition swags

Coming soon... 12.12.2020

Strategy

12-Day Online Design Contest:

Utilize Facebook and Instagram to host a daily design challenge.
Encourage participants to use Canva for their designs.
Promote the contest through social media, email newsletters, and in-app notifications.

Incentives:

Offer prizes of free Canva Pro subscriptions to contest winners.
Provide free Canva Pasko swag to participants who complete the 12-day challenge.

Sample design challenges

campaign visuals

Instagram feed

E-mail newsletter

In-app banner

key results

21.2

increase in MAUs vs. December 2019

50.5

increase in cross-platform social media reach

13.3

increase in cross-platform social media followers

137.8k

total no. of new active users

141.1k

total no. of new sign-ups

campaignpositive feedbacks

conclusion

The Canva Pasko campaign successfully achieved its objectives by leveraging a creative and engaging online contest format. By tapping into Filipinos' love for Christmas and design, the campaign not only increased user acquisition but also fostered a sense of community and positive sentiment among Canva users. The campaign's success demonstrates the power of online initiatives to drive growth and engagement, even in challenging circumstances.

Canva Interns

project role: SOCIAL MEDIA CONTENT head

Goal

Generate interest and applications for the Canva internship program.

TARGET AUDIENCE

Potential interns seeking a dynamic and enriching experience.

Problem and Objectives

Problem

Lack of comprehensive information showcasing the intern experience at Canva.

Objectives

Increase awareness and applications for the internship program.
Utilize the Canva Life PH (employer branding) page to create a targeted recruitment channel.
Showcase the diverse and fulfilling journey of Canva interns.
Reduce inquiries about the program by providing readily accessible information.

Strategy

Leveraging Canva Life PH:

Targeted Announcements: Post internship-related content, highlighting available roles, application deadlines, and program benefits.
Intern Spotlight: Showcase the intern experience through engaging content. This includes:

Day-in-the-life stories highlighting intern experiences.
Project showcases demonstrating intern contributions.
Interviews with interns about their motivations for choosing Canva.
FAQs: Address common inquiries about the internship program, reducing the need for individual responses.

Content Pillars:

Transparency: Provide a realistic view of intern roles and responsibilities.
Opportunity: Emphasize the learning and growth opportunities available.
Culture: Showcase the collaborative and supportive work environment at Canva.
Impact: Highlight interns' contributions to meaningful projects.

key results

1m+

reach during the campaign period

30.7

increase in applications from Canva Life PH page

400

increase in page followers

conclusion

By leveraging the Canva Life PH page, this campaign successfully attracted a wider pool of qualified applicants for the internship program. The engaging and informative content provided valuable insights into the intern experience, ultimately leading to a surge in applications, organic reach, and page followers. This case study demonstrates the effectiveness of social media employer branding in attracting top talent and fostering a strong employer brand image.

Canva for Negosyo

project role: SOCIAL MEDIA CONTENT MANAGER & community ambassador

Goal

Increase brand awareness among business owners and encourage adoption of Canva for business purposes.

Problem and Objectives

Problem:

The COVID-19 pandemic necessitated a fully online campaign with no in-person events.

Objectives:

Enhance brand visibility among business owners.
Promote Canva as an essential tool for online and offline business promotion.
Drive user acquisition and engagement within the Canva business community.

Strategy

One-Stop Shop Landing Page

Develop a comprehensive landing page showcasing Canva's business-focused features, templates, tutorials, and community testimonials.

Social Media and Community Promotion:

Share the landing page and related content across Canva's social media channels and online community pages.

Online Webinars

Host a 3-day online webinars sharing tips on how to start and market businesses online

That’s me speaking in one of our 3-day webinar, sharing tips about marketing businesses through social media!

campaign CHANNELS

Canva for Negosyantes (Business Owners) Facebook Group

Landing page

conclusion

The Canva for Negosyo campaign successfully achieved its objectives by providing Filipino entrepreneurs with a valuable resource for online and offline business promotion. Through the one-stop shop landing page and targeted social media efforts, Canva was able to increase brand awareness, drive user acquisition, and foster a supportive business community. The campaign's success demonstrates the power of digital marketing to empower entrepreneurs and contribute to economic growth.

Other campaigns

Campaign Name: lakas lokal

Objective: Make Canva more local to the Philippines by showcasing Filipino-themed fonts, elements, templates, and photos

Campaign Name: DESIGN with pride

Objective: Celebrate Pride month and promote Canva as a brand that supports the LGBTQIA+ community through Pride-themed elements, templates, and photos.

projects & case studies

Social Media

Pages