WeCan: a Calgary women’s business community, grown through social media

• 391 followersToo small an audience to fill paid events from organic posts alone
• No recognisable feedPosts had no recurring formats, so the account did not read as a community
• A profile pointing nowhereOne link in the bio and nothing that led a visitor to the next event
• Every event started from zeroPromotion began fresh for each date instead of building on the last one

• Rebuilt the profileProblemVisitors landed on one link and could not find the next event or tickets.What we didBio and links rebuilt to lead straight to the community, the upcoming event and the ticket page.
• Recurring content formatsProblemThe feed had no system, so it did not read as a community people want to join.What we didSix repeating formats: event announcements, educational carousels, monthly recaps, guest speakers, member reviews and event Reels.
• Consistent postingProblemWith 391 followers, occasional posts could not fill a paid event.What we didClose to 300 posts published on a steady schedule, so the audience grew between events.
• A Meta campaign for every eventProblemEach event started from zero, and people had questions before buying a ticket.What we didA campaign per event: messages to answer questions before purchase, and traffic straight to the ticket page.

Instagram, before and after

Meta Ads Manager, event campaigns

Reach

• Tickets soldEach event campaign sent people to the ticket page and answered their questions before they bought
• A bigger audienceMore than twice as many followers, and a feed that reads as a community
• More people in the community and at eventsNew members arrive through events, and each event now starts with a warmer audience than the last