This campaign aimed to strengthen The Humane Society’s presence on underutilized social media platforms through targeted content creation. Based on initial research, Instagram and TikTok were identified as key areas for growth. To address this gap, the campaign included three Instagram carousel posts and two TikTok videos designed to engage younger audiences and boost visibility on these platforms. One of the main challenges involved gathering sufficient data from the target audience. Because the audience being studied was highly specific, it was difficult to find a large enough sample size for meaningful analysis. To overcome this, outreach was extended to family, friends, and broader networks to collect adequate responses for research and polling purposes. This project provided valuable insight into the full campaign development process—from identifying a problem to developing data-driven content solutions. It offered hands-on experience in collecting and analyzing data, developing SMART objectives, and translating insights into creative content. Unlike past projects that focused on individual aspects of campaign strategy, this experience demonstrated how research, strategy, and content creation intersect and support one another in a cohesive campaign. Extensive research was conducted on The Humane Society’s current social media performance, audience engagement, and brand positioning. While the organization maintains a strong presence on Facebook and Twitter, findings revealed a significant gap in engagement on Instagram and TikTok, platforms essential for reaching younger demographics. Additional research included competitor analysis, audience demographics, and brand history. Survey-based research was then conducted to gather direct feedback from the target audience. Using this data, a target audience analysis and SWOT analysis were completed, followed by the development of SMART objectives to guide the content strategy for the campaign.