Volition America: Growing a Brand Through Social Media

The Client’s Goal

To raise consumer awareness and affinity for the Volition America brand, its ‘marketplace’ of premium co-branded products and its mission in support of service members and their families.

To position Volition America as a coalition of premium, brand-partner companies.


  • Craft messaging that defines Volition America’s core brand values: coalition of premium brands, unity and patriotism.
  • Maintain a consistent and engaging presence on social media.
  • Increase social media followership – across platforms – to 10,000, a 5x growth over eight months.
  • Promote the launch of new products and corporate partnerships on social media channels.
  • Grow Volition America’s target audience through organic and paid content.
  • Craft relevant, impactful social media content to drive follower engagement.


  • JDPR developed monthly, comprehensive content calendars for Volition America’s social channels to maintain consistency across social media platforms, focusing on brand-specific messaging and showcasing products.
  • JDPR implemented social media advertising campaigns that targeted key demographic sub-groups, from active lifestyle enthusiasts, to veterans and military families, to golfers, baseball players and more.
  • JDPR developed and managed Influencer and brand-partnership campaigns -- including contests, promotions and product giveaways -- encouraging account likes and follows.
  • JDPR garnered user-generated content to underscore authentic connections with the brand.
  • JDPR drove community engagement on Volition America’s owned channels.
  • JDPR developed dynamic content to increase engagement and to heighten Volition America’s position within Instagram’s ever-changing algorithm.

Phase I Results

  • Facebook followership grew from 2,300 to over 4,000 followers.
  • Instagram followership grew from just over 2,000 followers to over 7,100.
  • Twitter followership increased from just over 600 followers to over 1,200 followers.
  • Engagements and content interactions on Instagram grew by over 37%.