What did Social Media One do for UNICEF?

Complete community management build-up from scratch for UNICEF across 6 platforms — from Instagram to TikTok. Built a Confluence-based CM platform with clear guidelines and sustainable systems that continue to work long-term.

What results were achieved for UNICEF?

6 Platforms Managed, From 0 CM Built from Scratch, Confluence CM Platform Created, 10K+ Monthly Interactions.

On which platforms was the UNICEF campaign run?

Instagram, Facebook, LinkedIn, YouTube, TikTok, X

← All work UNICEF Social Media / Contenido

UNICEF Social Media Marketing — CM Built from Scratch, 6 Platforms

Complete community management build-up from scratch for UNICEF across 6 platforms — from Instagram to TikTok.

Client: UNICEF
Industry: NGO / Humanitarian
Services: Community Management Platform, Active/Reactive CM, Multi-Platform Management
Channels: Instagram, Facebook, LinkedIn, YouTube

6Platforms Managed

From 0CM Built from Scratch

10K+Monthly Interactions

The brief01

Managing community engagement across 6 social platforms simultaneously — Instagram, Facebook, LinkedIn, YouTube, TikTok, and X.

UNICEF receives thousands of messages daily: questions about donations, humanitarian crises, volunteer opportunities, and emotional responses to content. Speed and empathy are critical; slow responses erode trust.

The idea02

We built a comprehensive community management platform on Confluence, enabling active and reactive CM across all 6 platforms.

The system standardized response workflows, escalation protocols, and tone guidelines. Active CM engaged proactively with supporters, while reactive CM handled incoming messages with speed and empathy. The key insight: a fast, empathetic response builds more trust than a polished one 24 hours later.

What we did

01
6-Platform CM System
Instagram, Facebook, LinkedIn, YouTube, TikTok, and X — unified community management across all touchpoints.
02
Active + Reactive CM
Proactive supporter engagement plus rapid incoming message handling — both offense and defense in community management.
03
Confluence Workflow Platform
Standardized response workflows, escalation protocols, and tone guidelines — scalable CM without quality loss.
04
Speed + Empathy Formula
A fast, empathetic response builds more trust than a polished one 24 hours later — response time is a trust metric.

What mattered

NGO community management: build systems, not just responses.

Clear rules and a central platform ensure quality at scale — even after the agency is gone.

About the client

UNICEF (United Nations Children's Fund) is the world's leading humanitarian organization for children, operating in 190+ countries. UNICEF's mandate: every child has the right to survive, thrive, and reach their full potential.

Services