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  • Writer's pictureJake Messier

Amplifying Stories, Building Communities - A Case Study in Social Media Excellence for OneTable’s TikTok Launch




Social media has become a powerful tool for fostering connections, raising awareness, and driving social change. Among the myriad of social media content creators, HEARD stood out for its unique approach to content creation, particularly evident in their work with nonprofits and mission-based organizations. Through a combination of expertise, empathy, and innovation, we demonstrated our ability to harness the power of personal narratives to create compelling social media content, particularly on platforms like TikTok.


A great example of our capabilities lies in our collaboration with OneTable for their #howishabbat campaign. Shabbat, the Jewish tradition of rest and celebration, served as the focal point for this campaign –- particularly, those under 30 –, which aimed to showcase the diverse ways individuals observe and experience this weekly ritual. More importantly the campaign connected people to attend others Shabbats throughout certain geographic regions. 


At the heart of our strategy was a deep understanding of the power of storytelling to foster connections and build communities. Rather than relying solely on curated content, we embraced a user-generated approach, inviting individuals to share their personal stories and experiences related to Shabbat. This approach not only amplified the curated videos we were posting, but a wide range of voices also created a sense of inclusivity and authenticity that resonated deeply with the OneTable audience.


What set HEARD's work apart was its commitment to authenticity. By prioritizing genuine accounts and personal narratives, HEARD ensured that the #howishabbat campaign remained true to the lived experiences of its participants. This authenticity not only captivated audiences but also fostered a sense of empathy and understanding, bridging cultural and religious divides in the process.


Through the power of storytelling, HEARD transformed the #howishabbat campaign into more than just a social media initiative—it became a platform for dialogue, connection, and celebration. By showcasing the universal themes of community, tradition, and spiritual connection inherent in Shabbat observance, HEARD helped to foster a deeper appreciation for cultural diversity and shared humanity.


The impact of HEARD's work extended far beyond the digital realm. By amplifying diverse voices and fostering meaningful connections, HEARD made a tangible difference in the lives of participants and the wider community as many people used their social media connections to actually connect in real life. Hundreds of people found their way to Shabbat tables where they lived. OneTable’s commitment to social good and storytelling excellence has set a benchmark for future social media campaigns, demonstrating the potential of digital platforms to drive positive change and promote understanding.


Our work with OneTable's #howishabbat campaign exemplifies the transformative power of storytelling in the digital age. By amplifying personal narratives, creating polished, informative content, and fostering connections, HEARD has proven itself to be a leader in social media content creation. As we continue to navigate an increasingly interconnected world, OneTable’s #howishabbat campaign reminds us of the power of storytelling to unite, inspire, and effect change.

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