Veterans Guardian

Veteran services · 12-month social program

The situation

A veteran services practice whose buyers are spread across every platform and reachable on none of them by default. Trust is the entire purchase decision here, and trust gets built in public over months rather than bought in a campaign burst.

The job was to be present where veterans actually talk to each other, at enough volume to be recognised, without the content sounding like marketing.

What we did

Ran four platforms as one program — Facebook, Instagram, TikTok, LinkedIn — with content built for each rather than cross-posted
Produced 640 pieces of original content in twelve months, including 185 short-form videos
Started TikTok from zero rather than treating it as an afterthought
Used LinkedIn for long-form advocacy content, which is where that audience actually reads
Staffed inbound replies as a service function, not a scheduling afterthought
Tracked social referral through to consultation requests, so the program had a conversion number and not only a reach number

Consultation requests from social

214

DMs and comments handled

3,900

Original content produced

640

Combined following, 12 months

+88%

TikTok views from a standing start

1.2M

Combined following moved from 25,700 to 48,400 across the year: TikTok up 5,300 from nothing, Instagram up 7,600 across 312 posts at a 2.1% engagement rate, Facebook up 6,500 with 84,000 average monthly reach, and LinkedIn up 3,300 with long-form posts averaging 4,800 impressions.
Audience growth is the mechanism, not the result. This program is judged on 214 consultation requests — a following that produces nothing is a cost centre with good-looking charts.

Services used