Ni-Q provides clinically effective Human Donor Milk™ for premature infants. The company is working to reduce infant mortality rates and improve the overall health of premature infants by building a strong donor base through community awareness.


Our challenge was to integrate Ni-Q into the conversation on social media, in an effort to expand their donor base and overall business outreach. Their industry- specific business would also require creating an individualized marketing approach in order to reach the appropriate audience.


Based on our experience, the primary focus should be on the following objectives:

• Create Brand Impressions and awareness

• Engage and Speak To the Audience / End User

• Encourage User Generated Content that evolves into a Community of
Brand Evangelists

• Increase the number of Shares, Mentions and Interactions received from
your audience

• Media Exposure: Earned and Paid


The first step in developing an effective social campaign using online strategies is to collaboratively develop clearly defined objectives with SMART (Strategic, Measurable, Attainable, Relevant, and Timely). It’s also important to keep a scorecard of Key Performance Indicators (KPI’s) to determine what success looks like—using analytics to make fact based decisions.

Donation Goal by December 31, 2016:

• Total Number of donors: 500

• Total number of ounces donated: 18,000


By incorporating our SMART social campaign, we were able to accomplish the following while staying under budget:

As of December 2016:

• Total Number of donors: 2,250+ (1,750 over Goal)

• Total number of ounces donated: 26,000+ (8,000 over Goal)

• Media Exposure: Earned and Paid

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