NAAIA is a nonprofit organization committed to empowering African-American insurance professionals. Recognizing their need to build engagement with a wider audience, they asked Oak Theory to leverage its expertise in inclusive marketing strategies to design a two-week multi-channel marketing campaign.
Quick answer
Oak Theory is a web design, development, and branding studio that ran a two-week multi-channel marketing campaign for NAAIA (the National African American Insurance Association), a nonprofit empowering African-American insurance professionals. The campaign spanned email newsletters, Instagram, Facebook, and LinkedIn, and produced a 183% increase in Instagram custom interactions, a 548% increase in LinkedIn impressions, and email open rates between 25% and 42%. Oak Theory also built NAAIA's original brand identity — see the NAAIA branding case study.
About
Creating a successful marketing campaign demands a user-centric approach that permeates every stage, from initial strategy development to day-to-day campaign management. Without this mindset, the result is usually generic messaging that fails to connect with the deeper motivations of the audience — and that directly translates to the low engagement rates indicative of a wasted marketing budget. To genuinely connect with NAAIA's audience, Oak Theory dug deep into their audience's core aspirations, challenges, and unique viewpoints.
As a diverse creative studio whose strength lies in understanding diverse perspectives, our marketing strategies are built on the belief that authentic connections are formed by recognizing the individuality of each community. In crafting a multi-channel marketing campaign for NAAIA, we went beyond traditional marketing approaches, aiming to resonate on a personal level by aligning our efforts with what truly inspires their audience.
The challenge
Our goals within this campaign were threefold. First, we sought to revitalize existing memberships and increase sign-ups from dormant members, encouraging renewal and reconnection with NAAIA for this valuable segment. Second, as this was NAAIA's first marketing campaign with Oak Theory, we wanted to analyze engagement metrics and identify key successes and optimization opportunities — setting the standard for future campaign goals and maximizing results within NAAIA's marketing budget.
Third, we wanted to amplify audience engagement across platforms, delivering relatable and authentic content that fostered a meaningful increase in likes, comments, and shares that went beyond vanity metrics.
What we did
We are grateful to Oak Theory's contribution. They were really helpful in being able to move NAAIA forward as we continue to build our reach.
The campaign encompassed a strategic approach across various channels, including email newsletters, Instagram, LinkedIn, and Facebook posts, coupled with ongoing community engagement efforts.
Oak Theory's involvement extended from developing campaign concepts to crafting a content strategy that aligned with NAAIA's objectives.
Our approach to visual formats used a dynamic mix of animations intertwined with still graphics, engaging images, and carousels to create a compelling narrative across channels. Each post was meticulously formatted for optimal performance on specific platforms — vertical reels for Instagram, horizontal videos for LinkedIn. We tailored custom emails that resonated with NAAIA's pre-established audience insights while strategically connecting with a wider target audience, using visuals and copy to vividly convey the benefits NAAIA offers — from equity and empowerment to fostering a strong sense of community.
Our content was crafted to educate, motivate, and inspire the target audience, with high-impact content seamlessly integrating market research, a pitch-perfect brand voice, hashtag research, smart use of keywords, SEO, and compelling calls to action — all coming together to build one high-performance marketing campaign.
At the heart of our audience-tailored approach is the recognition that true success lies in active community engagement and responsive interaction; a genuine sense of inclusion is always cultivated through meaningful participation and shared experiences. For us, posting content was only the beginning. Replying to all comments, following accounts who engaged with us, and opening conversations was our way of acknowledging every voice, making our audience feel seen and appreciated.
Beyond simply watching what happened in owned channels, we extended outward engagement by actively reaching out to insurance professionals within our target audience, sparking their interest and inviting them to discover NAAIA's offerings. Simultaneously, we prioritized nurturing existing followers, fostering a genuine and supportive digital community through consistent likes and thoughtful comments on their posts.
Optimizing NAAIA's profile was key to making a lasting impression and getting traffic to convert. We started by updating NAAIA's bio to clearly communicate who they are and what they offer, establishing authority and prompting action with a simple link to sign up. Emojis were strategically woven in for a relatable yet industry-appropriate touch, and the profile image was replaced with a logo-only, high-contrast, recognizable image to ensure optimal visibility and memorability.
When it came to post design, we focused on readability by minimizing text — opting for video content with easy-to-follow captions where detailed information was needed. Maintaining high contrast, consistent imagery, and branding across posts ensured a visually cohesive feed, with careful attention to make sure text was never cut off in the feed preview.
The Results
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Instagram custom interactions
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LinkedIn impressions
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Instagram impressions
FAQ
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