It started with a dream.
A White House staffer wanted Americans to pledge to promote religious pluralism in their communities. We had a tiny promotion budget, but powerful research. We used that to inform strong branding, a powerful web video, an engaging social media package, and core messaging and content that ignited a large, diverse coalition. The result? Over seventy-five thousand petitions were signed.
And then we kept going.
We used the results of that campaign to reach over 1 Million American Millennials on social media with a simple, strong message: that religion is a force for good.
We used some of the campaign’s most surprising insights — the importance of highlighting service, humanizing our message, and underscoring ritual — to drive our results.
How do you reach half a dozen different audiences?
Our client, a large Christian organization in Canada, was embroiled in high-profile litigation. Its problem was its broadly distributed audience segments, ranging from secular employers to national journalists to wealthy, conservative donors. Each needed tailored messaging sent through the best possible channels. This situation was paired with relatively low awareness of the institution by everyday Canadians (just 27% of whom attend regular church services), making it crucial that we define the organization first and best.
We conducted over 20 in depth interviews with representatives of each audience segment and carried out extensive web-based primary and secondary research. We used the research insights to craft the institution’s framing around its service work and promotion of social justice. Then we created powerful real-life visuals, sharable content, and compelling narrative video to promote our messages to each audience. We used Twitter, Instagram, Facebook, and a microsite to dramatically improve perception of our client.