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A social media and advertising campaign by Dara Burg, Darby Emmett, Kayla Greenwood, Jamie Gwaltney, and Caroline Metzler
Brace yourself. A social media and advertising campaign by Dara - - PowerPoint PPT Presentation
Brace yourself. A social media and advertising campaign by Dara - - PowerPoint PPT Presentation
Brace yourself. A social media and advertising campaign by Dara Burg, Darby Emmett, Kayla Greenwood, Jamie Gwaltney, and Caroline Metzler What is clubfoot? What is MiracleFeet? MiracleFeets Needs A call to action for donations A positive
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MiracleFeet’s Needs
A call to action for donations A positive tone to increase sharing and awareness A campaign to work with a low budget A connection to the traffic already on their website from soccer communities
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Objectives:
Drive traffic to MiracleFeet’s website Increase donations Increase awareness of clubfoot Convert allies in soccer community into advocates and donors
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#BraceYourselfChallenge
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Brace yourself...
is a call to action is an attention-grabbing alert to our cause is a link between the challenge & MiracleFeet through the word “brace”
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Explore our videos and our #BraceYourselfChallenge graphics on Instagram @braceyourselfchallenge.
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Webslider:
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Why simplicity?
Research conducted by CEB found that simplified content leads to an 86% higher chance of donation. Experiments have shown that ads displaying complex statistics about past success are not effective in getting people to donate.
Source: CEB & CMPO
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Why Spanish?
Spanish-speaking individuals make up a large portion of soccer
- fans. Creating ads in Spanish is a
way to appeal to these groups and draw them to MiracleFeet’s website and the Brace Yourself campaign.
Source: MRI Reports
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Media Buying Decisions
PAID PRINT:
Soccer magazines - Fuel Soccer Magazine, Soccer America Spanish-language magazines - Alma, Vanidades Programs at sporting events - Including print ads in programs at hockey games or baseball games
PAID DIGITAL:
15/30 second video cut from long video at sporting events - Horse Show, Carolina Hurricane Games, UNC Football, etc.
EARNED:
Most of our media will be earned media, but there is potential to sponsor posts on Facebook/Twitter for more reach.
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Continuing the brand experience
Keep donors engaged after their initial contribution by emailing them updates on children’s stories who benefitted from braces and their donations. Continue interaction with brand past social media, because 92% of adults use email. Email sharing is most common among positive emotional stories.
Source: Campaign Monitor & Psychology Today
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