Reframing perceptions, one scroll at a time
Social media content · Social media strategy
About the project
ONS wanted to challenge some common perceptions around their main event; that it is expensive, or mainly aimed at industry professionals. The goal was to highlight the more accessible sides of ONS and create awareness around activities and experiences available to a wider audience.
Approach
I created a series of scrollable carousel posts for LinkedIn and Instagram, using simple, curiosity driven storytelling to reveal information bit by bit. The concept was to keep each slide intentionally light on information. Instead of presenting everything at once, each carousel encouraged people to keep scrolling and discover the message progressively; creating a more dynamic and engaging experience.
Results
The carousel format transformed practical information into small, easy to digest moments of discovery. Across the posts, the approach helped ONS communicate accessibility, value and exciting event news without overwhelming the audience with information.
By combining strong hooks, minimal copy and progressive storytelling, the posts were designed to stop the scroll, challenge assumptions and encourage audiences to explore what ONS has to offer; one swipe at a time.
One post challenged the perception that ONS is “not for everyone”, opening with the hook “ONS? Not for me!” before revealing the free activities available around the harbour during ONS+.
The result
Another focused on their most affordable ticket , turning the ticket benefits into an infographic style carousel to demonstrate just how much access visitors get for the price.
Another carousel focused on the news that ONS was offering two free concerts instead of one. Since the ONS concert is already a highly anticipated event, the post used an exciting hook to turn the announcement itself into something people would want to swipe through and discover.
The carousel format worked particularly well across ONS’s main channels, LinkedIn and Instagram. By breaking the content into individual slides, each post delivered small, engaging nuggets of information that encouraged audiences to swipe through and discover more.
The posts successfully combined information with engagement, making key facts easy to digest while simultaneously creating buzz and anticipation around the event. They also helped communicate a broader message of inclusivity and accessibility, showing that ONS is not only for industry professionals, but an event with something for everyone.