Campaigns & Advertisements
SPCA Summer Market — Multi-Phase Digital Campaign
Driving volunteer participation, community engagement, and event awareness.
- Organization: Stanley Park Community Association - SPCA
- My Role: Visual Design, Motion Graphics & Social Media
- Tools Used: Canva & CapCut***
Campaign Overview & Key Objectives
The Stanley Park Summer Market is an annual community event designed to support small businesses and independent vendors while bringing residents together to enjoy family‑friendly activities, a variety of food trucks, and live music from regional performers.
To maximize the event’s reach and overall impact, I developed a multi‑phase digital campaign focused on three core objectives:
Recruit Volunteers: Designing clear, inviting, and visually engaging social media posts to encourage community members to apply as volunteers for both the planning and organization of the Summer Market, as well as for on‑site support during the event in various roles.
Build Anticipation: Producing engaging motion graphics and countdowns to build excitement as we approached opening day.
Drive Engagement: Creating story templates and interactive content to highlight the market’s participants and attendees, and boost overall community involvement.
Phase I: Recruitment & Community Outreach
Designing clear, informative, and visually engaging social media content to encourage community participation and onboard volunteers for both event planning and execution.
Phase II: Build Anticipation
Producing engaging, short-form motion content on social media to build excitement and drive attendance as opening day approached.
Social Media Motion Content — Animated calendar teaser announcing the official Summer Market Opening Day (IG, FB & X).
Social Media Content – Countdown reel created for building anticipation as launch day approaches (IG, FB & X).
Phase III: Drive Engagement
Creation of dynamic social media stories, including event reminders, weekly vendor and food truck lineups, community spotlights, and UGC calls to maintain active audience engagement throughout the market season.
Social Media Story — Same-day event attendance reminder.
Social Media Story — Weekly Vendor, Food Truck and Band lineup breakdown.
Social Media Story — Partner and Youth Community Spotlight.
Social Media Story — Community engagement and UGC callout.
Phase IV: Results & Community Impact
Data compiled via Meta Business Suite (Instagram & Facebook) capturing full promotional performance—from early operational recruitment to peak event execution.
Level 1: Macro Metrics
Combined IG + FB video plays.
Combined IG + FB unique reach.
Likes, Shares, Comments and Saves.
100% organic local growth (KW area).
Level 2: Micro Performance - Top Content Breakdown
TOP PERFORMER # 1: HIGHEST VIRALITY & REACH
Content: Animated Event Countdown
Core Metrics:
- Total Views: 9.3K (2.6K FB + 6.6K IG)
- Interactions: 185 (80 Likes, 28 Comments, 53 Shares, 21 Saves)
- Audience Impact: +16 New Followers
Strategic Insight:
Trendy, short animated video format combined with high-urgency messaging drove peak community shareability (53 shares) and viral local reach right before launch day.
TOP PERFORMER # 2: VOLUNTEER RECRUITMENT
Content: Summer Market Volunteers Call
Core Metrics:
- Total Views: 5.2K (3.0K FB + 2.2K IG)
- Interactions: 31 (16 Likes, 3 Comments, 10 Shares, 2 Saves)
- Platform Dominance: Strong organic distribution on Facebook.
Strategic Insight:
Clear details about volunteer tasks encouraged local residents to reach out and sign up to help.
TOP PERFORMER # 3: EVENT TEASER AND EXPECTATION
Content: Mark Your Calendars
Core Metrics:
- Total Views: 2.5K (1.2K FB + 1.3 IG)
- Interactions: 41 (21 Likes, 7 Comments, 12 Shares, 1 Save)
- Performance: Balanced engagement across IG & FB
Strategic Insight:
An early event announcement published a month prior built anticipation, establishing early community awareness.