Instagram Reels receive approximately 22% more engagement than any other content form on Instagram. This, along with the organic reach potential, made Instagram Reels the perfect content medium for CMHO. 

Childrens’ Mental Health Ontario (CMHO) is the all-around resource hub for children, youth, and families seeking mental health services in Ontario. CMHO is a strong advocate for putting more necessary policies and programs in place to help those in need of mental health support.

CMHO approached us in 2021 with a big challenge – increasing their Instagram footprint and raising awareness of the brand.

We focused on Instagram reels to raise brand awareness for CMHO, given Instagram Reel’s priority in the algorithm and organic reach potential. No other mental health service on social media was taking advantage of Instagram reels so it gave CMHO a chance to own that space. 

Objectives

• Elevate CMHO’s presence on Instagram
• Increase awareness of CMHO’s brand messages and online resources for parents

Bringing CMHO’s Instagram Reels to life

For video footage, we used a mix of stock video and selfie-style videos filmed by mental health experts and advocates. Next, we decided to use the same font style found in the Instagram app, and imported CMHO’s brand colours to keep the reels consistent. Then we went through the business music options to find songs that fit CMHO’s identity. We isolated 4-5 songs that best reflected the brand. Check out some of our best-performing reels below.

• “Too Long Queue Times”
• “Back to School”
• “Pandemic Effects”
• “Tips for Parents”

Every reel ends with a strong CTA (call-to-action).

Results

The number of followers doubled since we started using Instagram Reels, and the account’s reach increased by 187%. We also saw engagement increase by 155% and clicks to the website from Instagram increase 253%.

Overall Instagram reels have been a huge success for CMHO and we’re excited to continue creating content that elevates their Instagram footprint. 

Help us spread CMHO’s message and join the #Kidscantwait movement now!