How Social SEO Expands Advocacy Reach

CASE STUDY

Social SEO for Advocacy

Transforming Women’s Health Conversations to Combat Misinformation

Reproductive health has long been a critical yet misunderstood topic in digital spaces. Young people searching for information on platforms like TikTok and Instagram often encounter misleading or anti-science content, especially around birth control, fertility, and reproductive care.

Rather than just engaging traditional advocates, Trilogy Interactive sought out to reach those who weren’t actively seeking advocacy but still needed accurate information. The goal was to counteract misinformation with trusted voices, authoritative content, and search-optimized social media strategies — ensuring the right content reached the right audience at the right time. Instead of preaching to people, the campaign took a more mindful approach to educate.

The data included in this case study reflects only a small portion of the total campaign results, which is a focused look at the SEO-driven strategy within a broader, multi-layered advocacy effort that reached millions across digital platforms. The full-scale impact, led by Trilogy Interactive on behalf of Americans for Contraception (AFC), extended far beyond what’s captured here, demonstrating the power of a combined search and social media approach.

Impact

2,354,000+

Total views from 106 posts in SEO program

24,000,000+

Total views across broader creator-led initiative

88%

Increase in views for healthcare professionals’ SEO posts
beyond the first 2 weeks (vs. 16% for non-pros)

Award

2025 Communications Innovation Award from the Public Affairs Council

Award

Reed Award for Best Use of Micro Influencer Outreach

Aspire

Reclaim Women’s Health Information in the Digital Space

Americans for Contraception’s research uncovered a critical gap: while a large majority of people supported birth control access, they didn’t believe it was under threat. At the same time, anti-science rhetoric was being pushed into trending hashtags like #IVFJourney and #PCOSStory, redirecting users toward harmful, misleading advice.

The challenge was clear: How could we position trusted experts and factual content to rise above misinformation?

The AFC campaign set out to:

Create an SEO-driven, expert-led content strategy that would deliver credible, lasting information on birth control, reproductive health, and fertility.
Leverage trusted voices, including healthcare professionals, lifestyle influencers, and content creators, to deliver messages in a way that resonated with millennial and Gen Z audiences.
Outcompete misinformation in search and social algorithms by strategically optimizing keywords, hashtags, and creator-led content.
Connect the dots with the wide range of women’s healthcare treatments that birth control plays a role in outside of contraception alone.

Engage More Deeply With Social SEO in Advocacy Campaigns.

Act

Recruit Experts and Creators to Lead the Conversation

To combat misinformation at scale, we partnered with 21 creators (for the social SEO portion of the program), including doctors, nurses, and influential voices on social media, to produce 106 high-impact posts, primarily on TikTok and Instagram.

While the data in this report highlights SEO-driven content, this was only a fraction of the total campaign effort. The broader initiative, which involved 181 creators and over 24 million total views, strategically combined paid media, influencer marketing, and legislative advocacy to drive real-world impact.

SEO Program Social Content

For the program, I researched keywords/trends and tested 20 SEO factors that were both creator- and platform-specific, ranging from caption lengths to post topic frequencies. All 106 SEO posts featured high-intent search terms, ensuring that accurate information surfaced first. Key topics included (among others): Birth control (1.6M views), Contraception (901K views), IVF (268K views), Endometriosis (241K views).

Influencer-Led Advocacy

Just as Trilogy Interactive’s award-winning approach brought new voices into reproductive health advocacy, the AFC campaign empowered medical professionals and influencers to create authentic content tailored to their audiences about the threats to contraception access.

Prioritizing Healthcare Experts

Medical professionals drove significantly higher engagement, with nearly double (90% more) average views per post compared to non-experts — demonstrating the value of expertise in building credibility and long-term trust. Search-generated traffic was the primary driver of long-term gains in views.

Sustained Growth Beyond Posting Periods

Unlike traditional advocacy campaigns, the AFC search-optimized content continued gaining 600K+ views months after publishing, proving the lasting impact of SEO-driven strategies — and that social media is not as ephemeral as everyone thinks. We identified surges in post views that correlated directly with search trends, as revealed through Google Trends and other analytics platforms, demonstrating the powerful connection between optimized content and audience search behavior.

Achieve

Reach Millions and Shape Legislative Conversations

The AFC campaign delivered measurable, lasting impact, driving both digital engagement and policy influence. The SEO-focused portion of the program generated more than 2 million views (and still counting), while the larger Trilogy Interactive-led initiative for Americans for Contraception amassed over 24 million views and 2 million engagements.

A key driver of this success was the sustained visibility of expert-led content. Views on medical professionals’ SEO-optimized posts increased an average of 88% beyond the two-week mark of publishing, while generalist creators saw a comparatively modest 16% increase after the two-week mark from respective posts’ publishing dates, and mega-influencer high-frequency posters only saw a 2% increase. This data reinforces the long-term trust and authority of healthcare professionals in digital spaces, further proving that expert-led content not only reaches audiences but continues to grow in impact over time via social SEO.

Beyond digital reach, the campaign played a role in shaping legislative conversations. In Nevada, where creators were heavily involved, the Right to Contraception Act passed the state legislature with bipartisan support, though it was later vetoed. In contrast, in North Carolina, where no similar creator-led program existed, a comparable bill failed to advance.

Public Affair Council’s 2025 Communications Innovation Award Winner: Trilogy Interactive and Americans for Contraception (Accepted by Jenn Colton, VP of Strategic Services at Trilogy Interactive)

Award-Winning Innovation in Public Affairs: The Ultimate Validation

The 2025 Communications Innovation Award from the Public Affairs Council and 2025 Reed Award for Best Use of Micro Influencer Outreach by Campaigns & Elections recognized this groundbreaking campaign for reshaping public discourse on reproductive health. Trilogy Interactive and Americans for Contraception, with my contributions in managing creators, conducting keyword research, and optimizing content strategies, redefined the role of social influence in advocacy —shifting power away from misinformation and toward trusted, expert-led conversations.

I’m incredibly proud to have played a key role in this effort, helping creators refine their messaging, ensuring their content aligned with high-impact search intent, and providing editorial direction to deliver accurate, compelling, and engaging content. Watching this campaign reach millions of people and seeing the real-world impact of search-driven advocacy reinforced just how powerful strategic content can be in driving meaningful change.

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