Nonprofit Organization
Enable Ireland
Enable Ireland used Instagram Reels, Live and Collabs to ignite online growth
Enable Ireland provides vital disability services to more than 13,000 children and adults across Ireland with physical, sensory and intellectual disabilities and autism — and their families and support networks. The organization’s charity shops help fund and build positive awareness of clinical and therapy services as well as day, residential, respite and family support services. The shops also promote sustainability by encouraging reuse and reducing textile waste while connecting communities through volunteering and donation.
Challenge
The online followers of Enable Ireland skewed older, highlighting a missed opportunity with younger audiences who are increasingly motivated by sustainability, ethical fashion and personal style. The organization’s static, text-heavy content limited discovery, conversation and creativity, reinforcing outdated perceptions of the brand, and failed to appear to younger audiences. Enable Ireland wanted to reach a younger demographic on the platforms it uses and reposition charity retail — and the organization — as part of a sustainable fashion movement. The goal was to shift the perception of charity shops like Enable Ireland’s from old-fashioned to one that is dynamic, fun and community-focused.
Solution
Enable Ireland shifted their organic social strategy to focus on the more creator-driven, interactive content that younger users engage with every day. As part of that move, they launched The Final Find, a sustainable fashion competition using Instagram Reels, Live and Collab posts. These technologies gave Enable Ireland everything it needed to run a nationwide, interactive, community-driven campaign — all on a platform that users already understood. Two dozen creators across Ireland were selected to receive mystery bags of donated clothing to style or upcycle over four weeks. Contestants posted Reels via Collab posts, competed head-to-head and engaged audiences through public commenting. Guest judges joined Instagram Live to announce finalists. A private group chat fostered collaboration among participants, turning them into advocates and enabling a small team to deliver a national campaign.
Results*
The fully organic campaign exceeded expectations, transforming Enable Ireland’s digital presence. Audience sentiment about the brand changed, with its shops increasingly described as “fun,” “stylish” and “creative.” The effort helped raise awareness of disability services, driving a significant increase in visits to Enable Ireland’s profile to learn more about its mission. The campaign is also helping reframe second-hand shopping as aspirational and exciting while positioning Enable Ireland as a modern, culturally relevant brand for a new generation.
+891%
Increase in reach from
static posts to Reels
+2,900%
Growth in profile visits
+32%
Jump in followers,
most under 30 years old
“Meta’s tools allowed us to completely transform how younger audiences see Enable Ireland shops. Reels, Live and Collab posts didn’t just boost our reach — they helped us build a community. It shifted perception of us from a charity shop to a creative movement.”
Tyran Lovett, Digital Marketing Executive, Enable Ireland
Learnings
- Aim for authenticity, not perfection: Real, creator-style content consistently outperforms polished corporate messaging by building trust, relatability and cultural relevance, especially with younger audiences.
- Drive engagement through visual storytelling: Short-form video is the most powerful discovery tool for reaching new audiences quickly and reshaping brand perception, even for small teams with small budgets.
- Build connections to sustain campaign momentum: Community-building behind the scenes fuels better content, stronger advocacy and ongoing engagement long after campaigns end.
- Leverage existing networks to drive scale: Collaboration tools unlock exponential reach by seamlessly tapping into creators’ existing audiences without additional media investment.
- Create brand champions: Participation-driven campaigns turn audiences from passive viewers into active contributors and long-term fans of the brand.
Learn more about Instagram Reels, Live and Collabs to supercharge your next campaign.
