Social media strategy, content production, and campaign analytics for SpurHacks, Canada's largest hackathon.
the problem
SpurHacks launched with no existing audience and a short runway to registration open. The goal was to reach real prospective participants, mostly Gen Z students already fluent in tech and CS culture, not just grow a follower count, before applications closed.
the approach
Matched the content to that audience: native short-form over polished production, behind-the-scenes over announcements. Produced 23 reels and built a content calendar around platform-native formats: event recaps, behind-the-scenes moments, team highlights, and countdown content as registration approached. Pulled analytics weekly and adjusted: if something flatlined we moved on, if something performed we made more of it.
how it happened
Built a week-by-week content calendar phased around awareness, then interest, then registration deadline
Produced and edited short-form reels; event recaps, team moments, and behind-the-scenes content drove the most reach
Pulled Instagram analytics weekly: reach, non-follower %, shares, and saves were the signals that mattered
Dropped formats that plateaued in the 2,000-4,000 view range and doubled down on shareable, visual content
Tracked registrant numbers alongside content output to connect posting activity to application volume
built with
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