Attacking from every angle.
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Digital Marketing Strategy
Motion Design & Animation
Content Strategy
Social Media Marketing
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The American Cancer Society is a well recognized organization, but the majority of people don’t actually understand what American Cancer Society does or their breadth of offerings. They’ve seen a decline in funding over the years as consumers are faced with an overwhelming amount of nonprofits for charitable giving consideration. In order to drive revenue during the End of Year giving season, American Cancer Society engaged us to help them reach cancer survivors, caregivers, volunteers, and donors with compelling stories that provided awareness of what ACS does and drive these audiences to give.
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The End of Year campaign resulted in a marked increase in unaided awareness & charity of choice, a 30 percent increase in Giving Tuesday revenue YoY, and a nearly 4000 percent increase in Facebook Fundraising YOY.
Strategy & Approach
Developing the Strategy
Through a series of collaborative meetings, we determined what it meant for the American Cancer Society to create informative, enjoyable, and cohesive experiences that expand their social media presence. The overall goals were to increase donations, spread cancer awareness, highlight cancer survivors and caregivers, provide information about research grant awardees, and ultimately develop a system for determining what stories across their vast community deserve to be heard and how to share them.
Crafting the Solution
We sought to inspire individuals to believe in the possibility of a world free from the pain and suffering of cancer by recognizing moments of impact that happen every single day with the American Cancer Society’s support. We brought the stories of cancer survivors, caregivers, and volunteers to life on social media, highlighting programs across the American Cancer Society’s offerings including research, free lodging, and free rides to treatment.
Implementation
We used Giving Tuesday and Birthday Fundraisers as a moment in time to drive urgency around giving, with Facebook Fundraising providing a simple way to give online and share with your own network of friends and family. We also leaned into sequential messaging through paid advertising that drove target audiences deeper into the funnel from awareness to donation. For organic reach, we highlighted user-generated content through the #HerStory campaign, as well as shareable content in the Notable Research series. Through iteration and implementation we found highlighting programs across the American Cancer Society’s offerings including research, free lodging, and free rides to treatment to be effective drivers for social awareness.
The Results
We developed an extension of their brand system and content strategy that would integrate seamlessly with their established community. This contributed to revenue increasing from $724m in 2019 to $830m in 2020. Today this content strategy is used across Twitter (1.1m), Instagram (169k), & TikTok (21.5k). We also created the content strategy and brand system for the #HerStory campaign, #BreastCancerAwareness campaign, Notable Research Series, and Birthday Donation campaign.
