The School of Life Taipei
The School of Life Taipei is the only Mandarin-speaking branch of the global organization helping people to lead more fulfilled lives
through useful resources and tools.
through useful resources and tools.
Target Audience Optimization| Organic Social Strategy
Facing declining workshop sign-ups and a plateaued social media presence, I proposed to shift the target audience from experienced professionals to young professionals and college students, focusing on Instagram's carousel posts as the main organic social content format.
With the new target audience in mind, we focused on using colloquial terms when translating The School of Life's existing articles into Mandarin Chinese and injecting popular media to effectively connect founder Alain de Botton's ideas to a younger, educated audience.
Combined with paid social promotions, we successfully doubled our followers on Facebook and Instagram, and over 50% increase in workshop sign-ups.
