Building Community & Mission Awareness
3,491% growth in 28 days without relying on high volume posting
Ur International houses a range of community centred projects from a SAAS start up (Ur Point) to grassroots football initiatives. As Marketing co-ordinator, I led content, strategy and creative direction across the brand, with particular focus on developing a more engaging community project.
A core project that stood out among the rest is the community centred content approach I lead for their grassroots initiative, Ur Subs.
The Approach
The Problem
The Ur Subs and Ur Point initiatives were both being shared through the main Ur Point channels, resulting in content that felt disconnected and overly sales-led.
As a result, engagement was low and reach was limited, with content failing to resonate beyond the existing audience.
The strategy shifted away from overly polished, sales-driven content and towards real, community-led storytelling.
Content focused on personal experiences, emotional impact and real voices and was designed to build connection first, before moving into conversion.
Working alongside a videographer, I directed a series of interviews capturing how individuals got into football, the impact it had on their lives, and why grassroots sport matters.
Prioritising a range of perspectives from coaches to young players which allowed the content to feel authentic, relatable and emotionally resonant.
The most impactful content came from the children themselves, offering a raw and honest perspective that deeply resonated with the target audience.
Previously, content was primarily reaching existing followers. This shift in direction significantly increased visibility, with content reaching new audiences and driving a sharp rise in engagement.
The increase in interaction suggests that the content resonated emotionally, encouraging users to engage rather than passively consume.
TikTok
Increased engagement and profile views indicated strong emotional resonance, with content connecting with audiences beyond the existing community.
This helped build a warmer, more engaged audience, creating a stronger foundation for future conversion.
Best Performing Videos
TikTok
6720 Views
22 Followers
7.1% Engagement Rate
TikTokTikTok
5,545 Views
27 Followers
5.8% Engagement
TikTok
6444 Views
4 Followers
1.2% Engagement
This growth was driven by improving content quality and direction, not increasing posting volume.
Key Insight
Content performed best when it centred real stories from real people. This drove significantly higher engagement, including from cold audiences.