Salvation Army
poverty isn’t always easy to see
Especially when data told us millions were food insecure, working poor, or unable to pay bills. So we went behind closed doors to show how so many of us struggle to make ends meet. We held what appeared to be a typical real estate open house. But inside we told a different story. Using only items from our local Salvation Army store, we created a living installation, room by room, to highlight the compelling and shocking stats that people face across the country.
We created a 360 experience online for everyone else to experience too - just like house tours you take on Zillow.
campaign impact was significant
Online donations increased 67% during the campaign timeframe vs. prior year.
FB VTR of 34%, well above industry and previous Spring campaign averages of 25%, and doubling our estimated impressions to over 6MM.
Link CTR of 6x the industry average with the link cost per click (LCPC) dropping from the previous campaign’s cost of $1.12 to just $0.18 – an important metric when working with charitable budgets.
Unpromoted FB views over 300,000 with 2,500 shares in just 24 hours.
1.2MM TW impressions over the campaign period & VTR of 31%, doubling the TW benchmark set for non-profits.
The :90 film was not boosted and at the 2 week mark had reached of over 700,000, been shared more than 5,000 times and had about 270,000 views.
An 8% increase in likes and 1,539.7% increase in page engagement, compared to the prior month (April 2016) and previous campaigns.
