Case Study

Arctic Research Foundation
Social Media Strategy & Content Creation
Client: Arctic Research Foundation
Service: Social Media Strategy & Management
Year: 2025

The Challenge

The Arctic Research Foundation (ARF) supports Arctic science, northern communities, and research infrastructure across Canada’s North. In 2025, ARF was looking to strengthen its social media presence to better reflect the scope of its work, increase visibility across platforms, and share more engaging, visual stories from the field.

The challenge was to create a cohesive social media strategy that balanced scientific integrity with accessible storytelling, while increasing video content and maintaining consistent posting across multiple platforms.

The Solution

Impact Creative partnered with the Arctic Research Foundation to develop and implement a comprehensive social media strategy for 2025.

This included creating a clear strategic framework, managing all social media content, and significantly expanding ARF’s use of short-form video. Impact Creative captured video content during multiple in-person opportunities with ARF teams and transformed this footage into engaging reels and short-form videos tailored to each platform.

The strategy prioritized video-first storytelling, consistent publishing, and platform-specific content designed to educate, inform, and connect audiences with Arctic research and northern communities.

The Execution

Throughout 2025, Impact Creative managed ARF’s social media channels and content production across Instagram, Facebook, LinkedIn, TikTok, YouTube, and Threads.

This work included planning and scheduling posts, producing and editing original video content, creating reels and short-form videos, and adapting content for each platform’s best practices. By combining strategic planning with hands-on content creation, ARF’s social channels remained active, visually engaging, and aligned with organizational goals.

The Results

The 2025 social media strategy delivered strong growth across platforms.

ARF’s total social media following reached 46,080, representing a 27.68% increase year-over-year. Notable growth was seen on TikTok (+536% followers), YouTube (+97.92% subscribers), LinkedIn (+50.90% followers), and Instagram (+32.34% followers).

Overall visibility increased significantly, with 3.23 million total impressions, a 247.7% increase compared to the previous year. Facebook impressions increased by 531%, while Instagram impressions increased by 113%.

Video content played a key role in this growth. Facebook Reel interactions increased by 752.85%, with average reach per reel increasing by 118.61%. Instagram Reels also saw steady growth, with a 60.82% increase in reels published. Top-performing reels reached over 130,000 users, expanding ARF’s reach well beyond its existing audience.

Across all platforms, 1,496 posts were published throughout the year, reflecting a consistent and active content schedule supported by an increased focus on short-form video.

The Impact

By pairing strategic planning with hands-on content creation, Impact Creative helped the Arctic Research Foundation expand its digital reach and strengthen how Arctic research and community stories are shared online.

The 2025 social media program positioned ARF as a trusted and engaging voice in Arctic science communication, using visual storytelling to connect research, people, and places.