Ohana One International Surgical Aid: Digital Revamp & Guatemala Mission Campaign
Project Overview
Following the launch of my independent consulting company, Ohana One—a premier global health organization providing equitable surgical care and medical education—signed on as my first official freelance client.
Ohana One brought me on board to completely take over and revitalize their social media presence. The primary objective was clear: transform their channels into dynamic, engaging platforms capable of breaking through the digital noise and driving significant audience growth. By shifting the brand’s narrative toward authentic, human-centric storytelling and deploying an intentional, multi-platform framework, I turned abstract numbers into an immersive digital community.
My first major test came within my initial three months on the job: orchestrating a real-time, on-the-ground digital campaign for Ohana One’s vital surgical outreach mission to Guatemala. By strategically capturing, creating, and distributing high-impact vertical video and narrative-driven assets during the trip, I achieved tremendous channel growth and shattered previous engagement benchmarks.
The Strategy
To move Ohana One from a standard digital presence to a force of global influence, I designed and implemented a comprehensive marketing funnel that prioritized vertical video and intentional professional networking:
A "Reels-First" Content Revolution: Replaced static imagery with fast-paced, high-impact vertical video focused on real-world human impact, patient stories, and medical innovation.
The Ambassador & Collaboration System: Moved away from isolated posting by securing strategic "Collab" statuses and tagging partnerships with peer organizations, medical partners, and public figures to instantly inherit external reach.
A Professional Expansion Hub: Tailored a distinct parallel narrative for LinkedIn and Facebook, framing Ohana One not just as an international charity, but as a sophisticated leader in MedTech and remote surgical mentorship.
Internal Advocacy & Algorithm Optimization: Activated an internal mandate across board members and staff to build immediate momentum on newly published assets, satisfying platform algorithms for maximum organic push.
The Results
In just the first three months of management—anchored by the real-time campaign execution during the May 2026 Guatemala mission—the strategic shift yielded unprecedented data-driven milestones across the entire ecosystem:
Explosive Cross-Platform Growth: Secured a 3.4% increase in total aggregate audience size in just a two-week span, propelled by a 400% surge in net follower acquisition compared to the previous period.
Instagram Dominance & Virality:
Achieved 7.1K views on Reels and posts over the mission period, marking a 72% week-over-week increase.
Successfully hacked discovery algorithms, resulting in 66% of total views originating from non-followers (a 59% jump in external visibility).
Drove total engagement to 831 interactions, representing an astounding 823% baseline increase. Top performers included the “Team Guatemala” announcement reel (1.5K views) and the “Una Familia” humanitarian spotlight (1K views).
LinkedIn & Professional Networking Surge:
Generated 4,009 organic impressions (a 52.5% increase).
Sparked a 366.7% conversation surge with 139 reactions and 28 high-value professional comments.
Boosted professional page views by 148.4% and expanded unique profile visitors by 80%.
By building a self-sustaining digital ecosystem, these record numbers successfully expanded donor interest, elevated brand authority, and positioned Ohana One to scale its fundraising and global recruitment capacities moving forward.
