At MY SISTER, we had a strong social cause and message, and with increased engagement we could quickly make a significant impact through sales, donations and public education. Through multiple surveys and focus groups, we heard consistent feedback about how we needed to be more direct, real and strong in our brand voice. I leaned on a copywriting consultant to help refine our key messages and began presenting that voice with great reception. Our engagement soared and was consistently much higher than our competitors’, significantly contributing to a 164% increase in web traffic from the previous 6-month period.