Holiday Interactive Marketing Campaign - Case Study

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Information about Holiday Interactive Marketing Campaign - Case Study
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Published on August 7, 2013

Author: branditlikebarker

Source: slideshare.net

Description

Created the interactive promotion strategy for the St. Jude 2012 Children's Tree promotion, including digital channel strategy, user experience mapping, SEO, and social integration.
http://www.youtube.com/watch?v=AgWIo5s39Bs

The primary objective of this campaign was to bring awareness to the mission of St. Jude Children’s Research Hospital, while simultaneously capturing new emails and donations for the hospital. ALSAC worked with an ad agency to create a phased interactive experience with moderation capabilities that engaged users by creating a customizable Christmas-themed ornament to honor the children and families of St. Jude. The long-term plan is to repurpose for other major holidays, first one being an Easter. Results: In total, The Children’s Tree website captured 1,563 unique emails, as well as acquired 168 new St. Jude donors. Over 4,000 ornaments were created. The campaign had a positive ROI and promoted through Social ads, a YouTube promotional video & Email. Take Away: Using online engagement to attract donations continues to prove successful. The subsequent Easter Basket results were similar 3 months later, but with lower revenue and higher # of messages. A frequency strategy & social integration will be critical to future engagement and success. CASE STUDY Holiday Appeals Interactive Launch Date: 11/27/12 - 1/30/13 – 8 weeks Reach: 13.5MM Budget: 50K Return: 55K, 1.6K new emails Partners: Signature Advertising Business: NDM - Cultivation Goals: 1) Revenue 2) Patient Messages 3) Lead Capture

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