RSPB: Tir Canol

Growing awareness of a major Welsh nature recovery project through bilingual social media

Services

I managed the organic and paid social media activity for Tir Canol, a major landscape-scale nature recovery programme led by the RSPB and delivered in partnership with organisations across Mid Wales.

Working bilingually in Welsh and English, I created engaging content that celebrated local landscapes, wildlife and communities while growing awareness of the project and reaching new audiences across both Meta platforms.

3.4k+

20%

13.6k+

125k+

Bilingual Delivery

Increase in Instagram reach

Audience growth

Instagram accounts reached

Facebook views

The Challenge

As a relatively new conservation programme, Tir Canol needed to build awareness and establish a recognisable identity with communities across Mid Wales.

The project also required fully bilingual communications, ensuring Welsh and English-speaking audiences could engage equally with the project. Alongside raising awareness, the goal was to grow social media audiences, increase engagement and encourage people to learn more about the work taking place across the landscape.

My Approach

I managed Tir Canol's social media channels from day to day, combining organic content with paid advertising to maximise reach and audience growth.

My role included:

Developing and delivering bilingual social media content in Welsh and English.
Planning and creating engaging organic content across Facebook and Instagram.
Managing paid social campaigns to reach new audiences.
Producing performance reports and using insights to refine future content.
Working with project partners to tell authentic stories from across the landscape, bringing conservation work to life through people, places and wildlife.

A puffin is sat on a rock, with greenery and more rockery behind it. It has a very orange beak and feet.

Seagulls are flying over the sea, at sunset. There are a handful of birds, and the sea is light blue. The sky is pink and orange and the light is soft.

The Impact

Over the first few months of activity, the channels experienced significant growth, successfully introducing the project to new audiences while building a strong local following.

Highlights included:

Increasing Instagram reach by more than 3,400%.
Growing the Instagram audience by over 20%.
Reaching more than 13,000 Instagram accounts, with over 70% of those being people who didn't already follow the project.
Achieving more than 125,000 Facebook views during the reporting period.
Building a predominantly local audience, helping ensure the project was reaching the communities it was designed to support.
Using bilingual content to engage audiences across Wales in both Welsh and English.

The combination of strategic organic content and targeted paid advertising helped establish Tir Canol's digital presence, increasing awareness of the project while creating an engaged online community around nature recovery in Mid Wales.