Educating, inspiring, and connecting
Author, educator, and attorney Susan Kamei is a passionate advocate for preserving Japanese-American history and educating the public about its significance. Her mission is to inspire a deeper understanding of a tragic episode in American history, particularly among educators and cultural organizations.
Her book, When Can We Go Back to America? Voices of Japanese American Incarceration During WWII (Simon & Schuster), has become the textbook for students examining the wrongful stateside incarceration during World War II of Japanese Americans — including her own family.
To support her goal of creating greater awareness of this historic injustice and its ongoing, horrific relevance, Susan needed a stronger online presence that matched the impact of her frequent speaking engagements and community initiatives.
Spoiler alert:
Our work with Susan achieved nearly double the industry average for audience growth and engagement. More about that below.
The challenge
Keeping a consistent and engaging presence online while leveraging her speaking opportunities was no small feat — especially with a modest budget and limited participation by her publisher.
A thoughtful and strategic approach was called for, one that would build awareness of her book as an educational resource while also nurturing a connected online community.
Our approach
To increase Susan’s digital influence and strengthen community engagement, we developed a comprehensive strategy focused on authenticity and consistency:
- Strategy development: We created a targeted social media plan that aligned with Susan’s mission and the interests of educators, museums, and history enthusiasts.
- Social media management: We curated and scheduled 10-12 high-quality posts per month to maintain consistent engagement while highlighting Susan’s educational efforts.
- Community engagement: Meaningful interactions with key audiences, including educators and cultural institutions, is crucial to amplify Susan’s message and build relationships.
- Content and video creation: We conducted simple but sincere video shoots that blended Susan’s warm personality with insights she makes about culture, family history, and the historic period and its ramifications.
- Reporting and analytics: We monitored engagement and audience growth to continually optimize content and strategy.
The metrics that matter
In nonprofit-oriented digital campaigns, it’s important to track metrics that demonstrate community engagement and sustained interest. Here’s what we focused on and why it matters:
Engagement rate
The average social media engagement rate for similar mission-driven initiatives typically hovers around 6-8%. Susan’s 11.9% rate in 2024, well above the industry average, shows that our content strategy succeeds in keeping her growing community actively involved.
Audience growth
Similar mission-driven initiatives typically see a 5-8% increase annually. Our targeted approach connected effectively with Susan’s niche community of educators, museums, and history enthusiasts, achieving nearly double the industry average.
A thoughtful digital presence
For mission-driven digital engagement, the goal isn’t quick hits or vanity numbers. You have to build lasting connections and steady, sustainable growth. Real results come from creating a community that stays invested long after the initial click.
By creating thoughtful content, engaging with her community, and messaging consistently, we’re helping Susan Kamei grow her online presence, ensuring her voice is part of the broader dialogue around justice, memory, and identity.
“I’ve worked with Counterintuity for 5 years, and I’ve always deeply appreciated their creative partnership. They bring a wide lens to my brand and the work I do, executing strategy with both precision and thoughtful detail. Each year, when we recalibrate my approach, I’m continually amazed by the fresh, innovative ways they push my brand forward.”
— Susan Kamei
Thank you, Susan.