[JUDGING] We the People
Section: Content Studio of the Year - Agency
Organisation Name: We the People
Content Studio Questions
Organisation Name
We the People
Links To Social Media Accounts Eg Facebook Instagram Threads Tiktok Etc
WTP linkedin: https://www.linkedin.com/company/we-the-people-ltd./?viewAsMember=true
WTP website: https://www.wtp.ie/
WTP Instagram: https://www.instagram.com/wethepeople_ie/
Outline Your Strategy As An Educational Org
We make content that solves real world problems.
As a social marketing agency working almost exclusively with public bodies and NGOs, our briefs rarely begin with “get more likes”. They begin with harder problems: help teenagers understand consent; make people see how food marketing influences them; persuade someone to visit a county they have overlooked; explain rights, policy or public services without making them feel like homework.
Our strategy starts with the behaviour or perception we need to influence, then works backwards into the content people will actually choose to watch.
That means social-first ideas, strong opening hooks, real people, platform-native editing, distinctive voices and ruthless attention to what the data tells us. Content is designed for the platform rather than resized for it. We test, learn and optimise continuously.
The result is public-interest content capable of behaving like the best creator content in the feed, while still surviving Government approvals, safeguarding, accessibility and factual scrutiny.
What Uniquecreative Offerings Have You With Your Social Media
Our Content Studio is deliberately multidisciplinary, connecting strategy, words, design, production, social and account delivery in one team.
Augusto Gil, Content Creation Manager: social-first strategy, concepts, filming, editing, platform optimisation and trends.
Jenny Murphy Byrne, Digital Account Manager: content planning, channel strategy, paid social, analytics and optimisation.
Sanjay Sur, Senior Art Director: art direction, visual systems, graphics and campaign adaptation.
John McMahon, Senior Copywriter: campaign lines, scripts, hooks, captions, tone of voice and plain-English copy.
Stephanie Redstone, Director of Operations & Creative Services: production, resourcing, suppliers, accessibility and QA.
Emily Brew, Senior Account Manager & Broadcast Specialist: client leadership, broadcast thinking, production coordination and delivery.
Ann Cronin, Senior PR & Communications Account Manager: campaign integration, media thinking, stakeholder coordination and content opportunities.
Ann Easow, Senior Communications Executive: research, content support, drafting, monitoring and reporting.
Niall Cowley: creative direction.
Aoife Cooney: strategy, audience insight and evaluation.
Give Examples Of Your Content Creation Process
We do not start with “we need a Reel”. We start with the problem.
Strategy defines the audience, behaviour, barrier and job of the content. Then the studio develops the idea across concept, copy, hooks, scripts, storyboards and shot lists. John shapes the words and tone, Sanjay the visual language, Augusto the social-native execution, while Emily, Ann Cronin and Ann Easow bring client, media, broadcast and audience realities into the process.
Production is deliberately agile. Augusto can concept, film and edit fast-turnaround content in-house, while larger shoots sit under Stephanie’s production control. Jenny plans distribution and measurement, Aoife protects the audience insight, and Niall provides creative direction.
Then the audience gets a vote. We monitor what people actually watch, share, save, click and comment on, learn from it, and adapt. On Safefood, content launched organically first, with paid spend following the strongest performers. Create, test, learn, improve, scale.
How Are Your Measuring Success Reach Links Traffic Etc
We measure the job the content was created to do, not one universal vanity metric.
For awareness content we track reach, impressions, non-follower reach, video starts, completion and watch behaviour. For content designed to provoke a response we examine shares, saves, comments, engagement rate and the substance of the conversation. For action campaigns we track link clicks, CTR, CPC, website traffic and conversions. For always-on channels we track follower growth, profile visits, community response and performance against previous periods.
Performance feeds back into production. If short-form video beats stills, we shift resource. If one hook produces stronger completion, we build from it. If organic content proves itself, paid spend can scale it.
Give Three Examples Of Recent Updates Or Initiatives That Have Worked Well Link To Them And Give Some Metrics On Them
1. Visit Roscommon, Irish Hot Air Ballooning Championships
The lead Meta post generated 600,000+ views on Instagram and Facebook. Follow-up content pushed the total beyond 850,000 views.
LINK: https://www.facebook.com/VisitRoscommon/posts/pfbid02ePY6K3cJm3Uitdn2gGcUK1STGUCtLY7gi9VbF4Q8FQQ71dsHDKthVSVRMCUV7K72l
2. Safefood, A Day in Ads
Teenagers filmed their genuine exposure to food advertising from morning to night, turning an abstract public-health issue into first-person social storytelling. Phase 2 delivered 596,000+ impressions and 589,000+ views.
LINK: https://www.tiktok.com/@safefood.net/video/7509871018576547094
3. Foróige, Off Limits
Young people co-created three connected films about intimate-image sharing, told through the Sender, Forwarder and Bystander. The campaign reached 400,000+ users, generated 200,000+ ThruPlays at €0.01 each and added 230+ followers.
LINK: https://www.instagram.com/reel/DU7_zvCDy6D/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
