Bringing a refreshed brand to life on social for Dogs for Good
The backstory
Dogs for Good believe in the life-changing power of the human-dog bond. Their trained dogs help make everyday life more possible for people affected by disability, autism, dementia, and mental health challenges.
When they refreshed their brand narrative, they needed urgent support to ensure their social media reflected that shift. Like many charities, they were also navigating a busy stream of internal content requests, which meant social was often reactive, rather than strategic.
That’s where we stepped in.
Drawing on our experience in strategy and social media management, we helped bring their new voice to life through a clear, practical content approach. We created a framework that not only aligned with their refreshed brand, but also gave the team a way to manage internal requests without losing sight of the bigger picture.
The result was - Less firefighting, more focused, purposeful storytelling that reflected their mission and connected with their community.
How it went down
Strategy
We started by creating a bespoke social media strategy that brought their new brand direction into focus. It included:
Clear objectives, target audiences, and content pillars
Platform recommendations based on where they could drive the most impact
Guidance on accessibility, content repurposing, paid campaigns and performance reporting
Employee and volunteer advocacy plans to amplify their message
Organic social media support
Then, we rolled up our sleeves and got to work on delivery. We:
Met fortnightly to stay agile and responsive to priorities, while keeping aligned with the strategy.
Provided creative, consultative support to craft content that felt fresh and purposeful.
Shone a spotlight on their expert voices, diverse services and real-life stories from their community.
Delivered monthly reports with insight-led learnings to shape ongoing content.
The results
Over a 10-month period:
1.2 million impressions
71k engagements
45.5k video views on Instagram and Facebook
2.9k new followers
Consistent, strategic output of content
The shift to story-led, insight-driven content made a clear difference.
Posts that highlighted the everyday impact of Dogs for Good’s work didn’t just drive up engagement, they helped people understand, connect with, and champion the charity’s mission.
More intentional use of video and Stories brought in new audiences and gave existing followers more reasons to stay engaged.
Here’s what they said
"Social for Good helped us find an authentic, compelling voice for Dogs for Good, one that truly reflects who we are.
Social for Good and Dogs for Good felt like a perfect fit from day one, no prizes for guessing why!
We’d recommend them to any team looking for clarity, strategic vision, creative direction, and data-driven insight for their social media.
Ramin and the team’s deep understanding of the not-for-profit world, combined with their storytelling skills and clever engagement tactics helped transform our great content into an authentic and compelling voice for Dogs for Good."
- Sarah Langford, Communications Manager
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