Case Study:
Case Study:
Case Study:
Clean Speech Cleveland
Multi-Year Digital Awareness Campaign
Overview
Clean Speech Cleveland is a month-long community initiative focused on promoting positive speech, gratitude, kindness, and Ahavas Chesed throughout the Cleveland Jewish community. The campaign combines educational content, social media engagement, email marketing, and organizational partnerships to inspire meaningful personal growth and community connection.
The Challenge
Unlike ongoing social media accounts that can build momentum throughout the year, Clean Speech Cleveland operates during a concentrated campaign period each March. This means every piece of content must quickly capture attention, generate engagement, and inspire participation within a limited timeframe.
The challenge was to maximize community awareness and participation while communicating an uplifting message in an increasingly crowded digital environment.
Role Year 1: Content & Copywriting Support
During the first year of involvement, responsibilities focused primarily on content presentation and messaging, including:
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Creating subtitles for campaign videos
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Writing social media captions and supporting copy
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Helping improve content accessibility and engagement
First Year Results
152,738
Facebook Reach
168,136
Total Social Media Reach
14,265
Instagram Reach
282.7%
Increase in Instagram Reach from year prior
Role Year 2: Full Campaign Management
The second year marked a significant expansion in my role and responsibilities. While my involvement during Year 1 focused primarily on subtitle creation and copywriting, Year 2 entrusted me with ownership of the campaign's digital execution, including:
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Content strategy
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Video editing & B-roll
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Caption writing
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Social media management
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Publishing and scheduling
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Campaign optimization
This increased ownership allowed for a more cohesive content strategy and stronger platform-wide performance during the campaign's 30-day run.
Second Year Results
Views
223,118
Total Video Views Across Platforms
190,000+
Organic Views Generated
Compared to Year 1:
+32.7%
124,685
Reach Growth
20.4%
Youtube Views
Instagram Growth
The progression from supporting content creation to leading content strategy, production, and distribution demonstrates the impact of a comprehensive, platform-specific approach designed to maximize engagement and community participation.
Solution & Strategy
The campaign focused on creating highly shareable short-form video content designed to encourage reflection, kindness, and personal growth while remaining accessible to audiences across multiple age groups.
Key strategies included:
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Daily video content throughout the campaign
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Platform-specific optimization
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Emotionally engaging storytelling
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Clear calls-to-action
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Consistent brand messaging
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Strategic paid amplification
Why It Worked
The campaign succeeded because it combined meaningful messaging with platform-native content that was designed specifically for today's digital audiences. By pairing consistent storytelling with strong video production and strategic distribution, the campaign was able to significantly expand its reach while maintaining a message centered on kindness, gratitude, and positive speech.
The progression from supporting content creation in Year 1 to leading the full content production and distribution process in Year 2 demonstrates the effectiveness of a comprehensive social media strategy built around authentic community engagement.
First Year Video
Second Year Video
past CLIENTS
I had the pleasure of working with Tamar Ben Tzvi for the past two years on the Clean Speech initiative. Throughout that time, she consistently demonstrated professionalism, reliability, and strong creative skills.Tamar managed our social media presence, with a particular strength in Instagram strategy and engagement.
Under her leadership, we achieved some of the highest engagement rates our organization has seen. More recently, she expanded her role to include video editing, delivering high-quality content while consistently meeting deadlines.Tamar is dependable, easy to work with, and committed to producing excellent work. I would confidently recommend her to any organization looking for a talented social media and digital content professional.
- Deborah Flomberg | Clean Speech Initiative
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