Status, our first project, aims to engage those embarking on couple relationships (approx. 18-25 year olds) in conversation, through social media, about how to experience fulfilling relationships.
Social media offers great opportunities with this audience because, for many, it is a core element of their lifestyle and the way in which they engage with their friends, the media, culture and brands.
Our social media strategy draws the audience to https://www.statusonline.org where we feature our own content (videos, punchy articles and quizzes), which introduces our messages, is easily shared to build an audience, invites comment and takes people to more in-depth content, either on our website or linking users to other organisations’ websites, which offer relevant relationship expertise and services.
Status is preventative. We aim to impact our audience before their relationships hit serious problems. We want 18-25s to have healthy attitudes to relationships, which bring about healthy behaviours and happy outcomes.
We measure our success by the extent to which we reach our audience, through social and traditional media, and engage with them. Since we launched in June, we have exceeded our objectives, by reaching over 500,000 people and generating a social media response rate of, on average, 5% per post. This is far higher than the industry average of 1.5%. Our twice weekly posts reach over 44,000 people aged 18-25 years, on average, and typically 5% choose to share, tag, click through and/or comment.
We believe we are tapping into a new audience whom we can impact and equip to have better futures. To make the best of this opportunity, we seek to work in partnership with other organisations who will benefit from our platform and raise awareness of the services and information they offer.
The appetite for Status is out there. Our research has indicated that 18-25 year olds welcome this initiative and are curious to know more about “real” relationships: what’s normal, how to connect, how to communicate and how to cope with the inevitable “ups and downs” of real relationships.
Since we launched Status in June, we have reached over half a million 18-25 year olds and established a regular audience of over 1,500 users. We aim to build this audience over the next 12 months and become a platform where we can build an authentic and relevant conversation about relationships and link our users to organisations that can provide information and support.