OBJECTIVE:

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Develop a compelling guerilla marketing, PR, and influencer campaign to engage consumers and raise awareness for CARE’s ‘Walk in Her Shoes’ fundraiser with Honorary Chair Sheryl Sandberg, World Refugee Day initiatives with the ’Letters of Hope’ program as well as the SHAPE Women’s Half Marathon.

Strategy/Tactics:

Created a NYC-based interactive photo board to engage consumers during week leading up to International Women’s Day and CARE’s ‘Walk in Her Shoes’ fundraiser with Honorary Chair Sheryl Sandberg and SHAPE Women’s Half Marathon

Encouraged people passing by to take a photo in front of photo board asking them to write #WhyICARE about ending global poverty, spreading awareness of CARE’s work to help end global poverty

Utilized Thunderclap social media campaigns to disseminate call-to-action for International Women’s Day and CARE’s Walk in Her Shoes initiative

 

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Leveraged influencers to participate in CARE’s Walk in Her Shoes Challenge and share images through social media channels to engage new audience

Distributed AP photo of CARE’s COO Heather Higginbottom in front of “Immigrants” statue in Battery Park on World Refugee Day to bring attention to refugee crisis

Leveraged participating Trinity School students and CARE package props in TODAY Show windows to bring awareness to World Refugee Day and CARE’s Letters of Hope campaign to a national audience

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Results:

Engaged more than 15,000 people passing by with CARE interactive photo board

Generated over 277 million media impressions

Over 1 million social media impressions

Secured 5 influencer posts for Walk In Her Shoes initiative

Collected over 1,000 email addresses which were used to expand CARE’s existing email marketing database

Surpassed fundraising goal of $10K for SHAPE’s Women’s Half Marathon

 

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