Prior to the launch of the strategic social media innovation campaigning, SFCF was facing an involved community but a fatigued market. Its cheers to success for T70G was to sell-out the event and increase its brand awareness, with a side of new audience engagement and reconnection to core purpose.
Our goal was to keep a clear end-game in sight and increase brand loyalty with big and bold creative design. Plus, give the brand some new social clout for its trouble. As it stood, the event fell slightly shy of selling-out, but produced a much bigger turnout than originally anticipated. It also resulted in its best fundraising year to date with just under $300K raised in one night!
We worked collaboratively with SFCF, reviewed existing benchmark statistics and shared key performance indicators (KPI), with increased growth rates of more than 10% for Instagram in some cases—and up to more than 2.8K% in other cases. A short Facebook and Instagram media run, for digital vignette ad buys and boosted buys for Facebook posts, netted strong reach increase alone of more than 28.4K—and included more than 66.8K in impressions.
As storytellers, we wanted our audience to pause and read or watch. As strategists, we knew our 3-30-3 principle was solid and we were satisfied with the increase in SFCF social media metrics. We found the true success was best reflected in the key link clicks to the brand site—all campaigns resulted in more than 661 overall clicks to the brand event site.
Outside of the short and paid media run, all produced work was strategically based on grit and grind for targeted outbound efforts, individual effort and human product. All organic engagements were produced from tried and true formulas of informal and formal story branding and authentic micro advertising.