From a fragmented landscape to one coherent social media ecosystem for Sensoa
Sensoa is Flanders' leading organisation specializing in sexual health. Its mission: to make the topic open for discussion so that everyone can approach it in a healthy and safe way. But it was precisely that clarity that was missing from their own social media presence. We transformed the jumble of accounts and profiles, the heavy workload, and a blurred brand image into a single, clear structure.
The challenge
Sensoa works with a wide variety of target groups: from young people to people living with HIV, from teachers and doctors to policymakers. Over the years, each team had built its own channels, with its own logic and style. Understandable, but the result was a fragmented landscape, a heavy operational burden, and a brand image that had become unclear to the outside world.
The challenge was twofold. First: get a grip on everything running under the Sensoa flag. Then: a strategy that determines, for every single channel, why it exists, who it serves, and what content belongs there.
The analysis
We didn't start with cleaning up, but with understanding. Anyone who's ever managed social media knows how quickly things can spiral out of control: logins that are hard to keep track of, guidelines that aren't consistently applied, and channels that start living a life of their own. A comprehensive inventory brought some order to the whole situation.
And we didn't decide on gut feeling, but on facts. Using a target audience analysis, we mapped the media behaviour of twelve target audiences. This yielded some surprises: where they assumed, for example, that teachers were more active on Instagram, they turned out to be more active on Facebook instead. That way, every choice became one we could explain, grounded in clear logic.
That brought the real question into sharp focus. Not how many channels. But: why does each channel exist?
Bringing structure, without losing Sensoa's voice.
The approach
We cross-referenced the inventory with the target audience analysis and consolidated everything into one clear social media ecosystem. Accounts were merged, revamped, or added where it made sense.
Throughout this entire process, diversity and inclusion weren't a separate box to tick, but an ongoing guiding principle. We always started from a human perspective to ensure the necessary empathy. Sensoa works on topics that require an exceptionally fine balance between staying accessible to a broad audience and staying relevant to very specific niche communities. We deliberately designed that balance to fit each channel.
For field workers, we developed Personal Professional Profiles (PPP): profiles that reach vulnerable audiences directly, but remain Sensoa's property. If someone leaves, their network remains within the organisation. And a decision tree makes sure every new idea now passes the right questions first, before any channel gets added, to preserve the necessary authenticity.
Logic as the foundation, empathy as the structure, and authenticity in every choice. In this way, we built not only order but also trust.
Aspect ratio: 7/3
Aspect ratio: 6/5
Aspect ratio: 7/3
The result
The biggest fear with any restructuring of social media channels is a loss of reach. That didn't happen. Reach remained steady and engagement increased by 12% in the first month. Target audiences who previously saw only their own content are now discovering Sensoa's broader work.
And the best confirmation of the trust we built? Sensoa has since also asked us to redevelop their brand hierarchy.
