“SWG raised ONE HUNDRED THOUSAND POUNDS within one month during Ramadan, largely due to socials. This is the most they've ever received. They were able to feed 600 families for a month and donated 270 THOUSAND meals.”
Where they were stuck
Smile With Gambia had the mission and the operational infrastructure — what they didn't have was visibility. Social media efforts were well-intentioned but inconsistent, there was no real understanding of what the algorithm was rewarding, and the result was inbound that trickled rather than flowed. The cause was compelling; the distribution was the bottleneck.
What we did
We built a clear, growth-focused content strategy explicitly designed to drive awareness and action in the same motion — not growth-for-growth's-sake, not awareness-without-a-CTA. Profile and messaging were optimised for conversion (viewer to supporter, not just viewer to follower). A consistent posting system aligned with the actual mechanics of algorithmic reach turned the organisation into a trusted, emotionally compelling voice in the feed.
Content inspiring growth
A selected look at the top platform-native videos created for Smile With Gambia, designed to tell the charity's story in a way that converts and translate organic reach into donations and on-the-ground impact.
Our impact
The account grew from 3.5k to 17.4k+ followers, produced 2 viral videos with 1M+ views each, and drove 10k+ donations and 50+ volunteers from Instagram alone. During Ramadan, the channel helped generate £100k in 30 days — feeding 600 families and delivering 270k meals.
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