The Side-Out Foundation
The Side-Out Foundation is a non-profit organization dedicated to raising awareness and funds for metastatic breast cancer research and treatment. Side-Out funds their efforts through Dig Pink, a program that leverages the enthusiasm of youth volleyball to drive change in cancer care. They partnered with Backroom to engage their existing audience, generate leads for Dig Pink events, and use social media to shed light on key issues, challenges, and educate the public about MBC. I work with a graphic designer on the team to storyboard and create in-feed content.
Project Role | Backroom
Social Media Management
Social Strategy
Social & Ambassador Campaigns
Influencer Partnerships
The Strategy
Our social media strategy for The Side-Out Foundation focused on engaging our audience across multiple platforms, including Facebook, Instagram, YouTube, Twitter, and TikTok. We prioritized a content calendar with 9-12 posts per month, centered around monthly themes and podcast release announcements. To increase engagement, we actively interacted with followers and shifted our focus to TikTok for Dig Pink initiatives. Our content strategy aimed to highlight key issues, showcase brand values, and share impactful MBC stories.
The Results
Brand Consolidation
Successfully merged the main Side-Out organization account with the Dig Pink® program page, resulting in a 2.4% increase in followers and streamlined community engagement
Influencer Campaign Success
Partnered with two NCAA volleyball athletes to launch a purpose-driven campaign that raised $20,000+ in under one month, blending sports influence with mission-focused storytelling
Developed a platform-wide strategy that resonated deeply with both the Side-Out and Dig Pink® audiences
Through targeted monthly campaigns, we achieved:
+86.5% increase in followers
+148% increase in content interactions
+432.6% increase in organic reach
+108.7% increase in views
Community Growth & Engagement
