%
Increase in video views
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Increase in leads
Followers on Facebook
Overall impressions
The brief
One Acre Fund (OAF) has been transforming lives in sub-Saharan Africa by equipping smallholder farmers with the tools, training, and resources they need to thrive. But in order to amplify their impact, they had a bold vision: to take their story global.
Their mission was clear – rally a network of supporters from the UK, US, and Netherlands to champion smallholder farmers. They wanted to inspire action, from newsletter sign-ups to increased donations, while bringing their message to life through engaging video content.
OAF was also ready to push boundaries, stepping into new territories like TikTok and modernising their approach across social media to build a dedicated following worldwide. They turned to Social Firefly to help make it happen.
The challenge
OAF’s digital strategy had long been geared toward connecting with African farmers and policymakers. However, engaging global supporters required a significant shift in approach. This new audience needed a different tone, visual identity, and platform focus.
To address this, we needed to identify where supporters in the UK, US, and Netherlands spent their time online, what kind of content inspired them, and how to inspire meaningful engagement and drive awareness. Additionally, launching on TikTok and modernising OAF’s content across all platforms presented unique challenges, requiring creativity and bold experimentation.
The journey
Our partnership with OAF began in 2021, focusing on paid social campaigns aimed at increasing traffic, donations, and awareness in supporter countries. Early campaigns, such as those for Giving Tuesday, demonstrated the potential to engage audiences beyond OAF’s traditional reach.
By 2022, our involvement included organic social too. Within months, the impact was clear – engagement soared by 186% in quarter three, and platforms like Facebook and Instagram experienced notable follower growth. Collaborative efforts around key campaigns, including a climate campaign focused around COP27 and the New York Times Kristoff Holiday Impact campaign, introduced different content styles, such as using maps on LinkedIn, which was effective.
In 2023, the focus remained on leveraging partnerships and aligning social media strategies with high-profile events. By 2024, this approach saw significant growth, including collaborations with the Bezos Earth Fund and a focused campaign around COP28. A standout moment was the release of a video we created in collaboration with OAF, which became a centerpiece of their COP campaign. These efforts not only amplified OAF’s messaging but also drove notable follower growth in key target markets, helping Instagram surpass 20,000 followers by October 2024.
The same year we also supported OAF with organic and paid social media around Cyclone Freddy, delivering OAF’s first ever fast-turnaround emergency response campaign that successfully drove donations to support farmers affected by the Cyclone in Malawi.
The year 2024 marked a pivotal moment with the launch of TikTok and the introduction of the #MoreThanATree lead generation campaign. While our overall video strategy drove a remarkable 399% increase in overall video views, the #MoreThanATree campaign itself delivered an impressive 455% increase in leads and reduced costs by 58%.
James visiting a Duka (shop) run by OAF near Nairobi, Kenya.
Our approach
Collaboration was at the heart of our work with One Acre Fund. Alongside a yearly discovery day with their digital team, we held regular check-ins and a six-month review each year to craft and refine a comprehensive, multi-channel strategy tailored to OAF’s diverse audiences.
TikTok was introduced as part of this transformation, with its unique storytelling opportunities designed to engage younger, activist-driven supporters. For other platforms, we devised a channel-specific strategy to maximise impact: LinkedIn and X (formerly Twitter) targeted policymakers and philanthropists, while Meta, including Instagram and Facebook, focused on nurturing more traditional donors and supporters and driving email sign-ups.
Creativity played a key role in driving engagement. Regular collaborative workshops with OAF ensured a consistent flow of fresh ideas. These workshops shaped a new content calendar and enabled the development of a modernised visual identity for social with striking, cohesive templates. Partnering with global giants like the Bezos Earth Fund added further credibility and reach, while storytelling-focused posts connected deeply with audiences.
We employed a funnel-based approach to paid social, running campaigns designed to build awareness, encourage consideration, and drive conversions. Throughout, we tracked KPIs rigorously, refining our approach to ensure every campaign delivered measurable results.
The results
- Audience growth: Facebook reached 100,000 followers (August 2022), and Instagram surpassed 20,000 followers (October 2024).
- Video views: With the addition of TikTok in 2024, and an improved cross-channel video strategy we saw a 399% increase in video views in 2024 vs 2023
- Meta success: The #MoreThanATree campaign delivered a 455% increase in leads and a 58% reduction in acquisition costs.
By combining strategy, creativity, and collaboration, Social Firefly has helped OAF inspire global support for smallholder farmers, building a brighter future for all.
“Social Firefly has been pivotal in helping us build our brand awareness and transforming how we connect with global supporters. They have consistently brought fresh, creative and data-driven ideas and have spent time developing an understanding of our mission which means every piece of content feels authentic to us and our mission. They have helped us navigate new platforms like TikTok and refine our approach across others. Their friendly, collaborative style has fostered a really valuable working relationship and they truly feel like an extension of our team. The recent #MoreThanATree campaign is a standout example, reaching new audiences and exceeding our goals by a huge margin.”
– Abi Calver, Global Digital Lead at One Acre Fund.
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