Client: Xico Inc.
Industry: Nonprofit, Arts & Culture
Location: Phoenix, Arizona
What They Said
“I cannot say enough great things about Katelyn. We hired her to create content and manage our social media accounts and she delivered beyond expectations in bringing our story to life. The dynamic content she creates brings visibility to our programs and engages our key constituents. She is highly responsive and proactive in generating ideas to help us achieve our goals. She takes time to do research to meet our needs and takes a tailored approach to our relationship. She is very professional and thorough in her communication. She is a gem!!!” -Nadia Rivera, Interim Executive Director at Xico Inc
The Challenge
Xico had a rich calendar of exhibitions, workshops, and community events for the Arizona community, but needed consistent, mission-aligned content to bring that programming to life online - within nonprofit constraints. They wanted to boost event visibility, highlight artists, and keep social channels active without overextending internal bandwidth. Additionally, they needed help planning and executing paid social campaigns that could drive real engagement with a limited ad budget.
Our Approach
side haus integrated as Xico’s content partner, aligning content strategy to their existing calendar to maximize momentum.
- Calendar-led ideation: Built content plans around upcoming events/workshops (previews, BTS, day-of highlights, and post-event recaps).
- Artist features: Produced short, narrative, docu-style videos with simple on-screen captions that supported the story without distracting from the artwork.
- Instagram collaborator posts: Published select features as co-authored posts with the artists to combine audiences, centralize engagement, and expand reach.
- Paid ad management: Concepted, designed, and ran Meta ads (Facebook + Instagram) using platform-optimized static and video assets, adjusted per required ratios. We handled A/B testing, creative variation, and ongoing performance monitoring.
- Workflow & delivery: Shot on site, edited for social, and managed posting directly to Xico’s channels - ensuring content was published with proper formatting, timing, and captions. We also monitored performance to guide future posts.
The Work
- Event coverage: Social-first video clips and photo sets for exhibitions, classes, and community programming - on-site in Phoenix, Arizona.
- Artist stories: Docu-style reels with concise storytelling, captions, and clean motion elements.
- Static & motion graphics: Polished carousels, titles, and light animation to support campaigns and announcements.
- Paid social ads: Planned and launched Meta ads (Instagram + Facebook) using a mix of video and static content. We ran A/B tests, optimized creative by audience and location (in Arizona), and adjusted ratios to maximize ad performance.
- Content system: A repeatable cadence (pre, during, after) mapped to the programming schedule for consistent publishing.
- Community engagement: Posted to stories, responded to comments, thanked users for shares, and routed DMs to the right Xico team members - helping build a warm, responsive presence online.
- Reporting & optimization: Delivered clear, data-backed insights tailored for staff and board visibility - highlighting what was working, what could improve, and how content supported mission goals.
The Results
- 19,684 accounts reached over 90 days, with 28.9% of that reach driven by paid ads
- 70,109 total impressions (+248%) and 1,152 engaged accounts, with a major boost in engagement from non-followers (+484%)
- 4.3% follower growth, gaining 185 new followers
- Reels and posts led performance, with Reels reaching nearly 9K accounts and driving high engagement
- 87.2% of reach and 32.7% of engagement came from non-followers, confirming that content and ads effectively expanded Xico’s audience
- Paid ad campaigns generated over 1,300 link clicks and 14,700+ total interactions, with link CTRs ranging from 1.69% to 2.53% - well above nonprofit benchmarks
- Content supported broader outreach efforts, complementing programming, development, and artist engagement goals
- Processes became more efficient, with consistent workflows for planning, creating, posting, and reporting
- Social presence felt more active and consistent, making it easier to highlight Xico’s mission, team, and community stories
- Visual storytelling became more aligned across platforms, with a cohesive look and feel from feed to stories to ads
Why It Worked
- We met them where they were. Instead of reinventing the wheel, we built on Xico’s existing programming and priorities - amplifying what was already on the calendar with creative content that added energy, not extra work.
- We acted like part of the team. From artist features to ad campaigns, we handled everything in-house - from planning to shooting, editing to scheduling. We posted directly, tracked performance, fielded DMs, and routed messages to the right team members - keeping things moving without dropping the ball.
- We brought strategy to the scroll. Every post, story, and ad was rooted in intentionality. From paid campaign creative to platform-native ratios and copy, we optimized for performance while still making things feel human and handmade.
- We showed up. A lot. We were on site regularly - filming events, workshops, and behind-the-scenes moments that most teams wouldn’t catch. That kind of proximity helped us tell richer, more intimate stories that didn’t feel like filler.
We delivered and adapted. Through A/B tests, organic engagement trends, and reporting insights, we adjusted our content in real time. We weren’t just creative partners - we were agile operators, helping Xico make the most of every dollar and every post.
Is your company or non-profit looking for social media content? Connect with us today!
