First Responders Children's Foundation: Brand Awareness Campaign
Challenge accepted
First Responders Children’s Foundation was chosen as the beneficiary nonprofit by Scooter Braun’s SB Projects, Ariana Grande, and Justin Bieber to receive profits from the hit single, “Stuck With U”. Raising over $3.5 million for the Foundation, this was not only a huge fundraising win, but also presented a unique opportunity to connect with a new audience: fans of Ariana Grande and Justin Bieber.
Solution proposed
Strat Labs researched the fan bases of Ariana Grande and Justin Bieber, and quickly saw how active and engaged they are on social media. Because of this, we recommended hosting a unique giveaway to excite the fan bases, educate them about the donation, and utilize them to spread the word about First Responders Children’s Foundation.
Using 3 copies of “Stuck With U” signed by Ariana Grande and Justin Bieber as the giveaway prizes, Strat Labs designed an Instagram Story template for the giveaway. This template included photos of Ariana Grande and Justin Bieber along with the donation total, and included a box for participants to thank a first responder for their service.
To spread the word about the giveaway, Strat Labs posted in Facebook Groups for fans and reached out to fan accounts with large followings (to be utilized as influencers). We posted about the giveaway daily on First Responders Children’s Foundation’s social media accounts, tagging Ariana Grande, Justin Bieber, and their fan accounts in each post.
Problem solved
In less than one month, First Responders Children’s Foundation’s social media saw:
- 1,927% increase in engagement from non-followers
- 658% increase in accounts reached
- 15,055 overall campaign impressions
Press
