To better connect and serve their communities, NRC asked us to develop a social media strategy, building on our research into their Māori audience. While their existing platforms were well-managed, they wanted to maximise resources, reach priority audiences, and create more meaningful connections with residents.

We developed a comprehensive social media strategy centred on the concept of "Your Community Voice." This approach emphasised active listening and understanding, captured in the whakatauki "Ma te whakarongo ka mārama tātou" (Through listening we understand).

The strategy had four key content pou – Storytelling, Ambassadors, Rangatiratanga, and Repurpose – and provided detailed channel-specific recommendations, content guidelines, and measurement frameworks. Notably, the strategy recognised the need to engage younger Māori audiences through platform-appropriate content and to foster deeper connections with tangata whenua.