Client
Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ)
Context
A public awareness campaign ran on Facebook and Instagram for two years, aiming to educate multiple communities. The client requested a comprehensive evaluation—not only of reach and viewership, but also of how the campaign was perceived, retained, and understood by the target audience approximately two years after it ended.
Our Approach
The analysis combined quantitative metrics with qualitative insights:
- Quantitative Analysis
- Mapped the full digital presence of the campaign on Facebook and Instagram
- Labeled posts by format, theme, and target audience
- Calculated advanced performance metrics, including adjusted views, post lifespan, and retention ratios
- Localized Meta-provided numbers to reflect real visibility conditions and content delivery errors
- Compared performance across different content types and formats (video, image, text)
- Mapped the full digital presence of the campaign on Facebook and Instagram
- Qualitative Analysis
- Collected public comments to identify common questions, misinterpretations, and recurring concerns
- Conducted structured interviews with stakeholders and community influencers
- Monitored feedback loops and gathered FAQs to trace how audiences interacted with the campaign
- Assessed public sentiment and mapped the gap between the intended message and public perception
- Collected public comments to identify common questions, misinterpretations, and recurring concerns
Deployed simple forms to measure how well campaign tips and messages were retained
Outputs & Results
We produced a full presentation and report, including:
- Key analytics and visual charts
- Screenshots of representative engagement
- Content-specific recommendations on post length, timing, and format
- Observations on platform behavior and practical guidance on where and how to publish future content
This allowed the client to understand not just what performed well—but why—and how to adapt future campaigns for better clarity, retention, and reach.
Demo
[View Presentation Sample] (link placeholder)
