Boys & Girls Clubs of Greater Milwaukee
Behind-the-Scenes Video Storytelling Builds Brand Awareness & Social Media Engagement
Content
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Produce a social media campaign that included original, behind the scenes video content showcasing B&GC influencers. The video features club members & staff in authentic conversation about the clubs and the life changing impact they have on greater Milwaukee area youth.
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The video shorts are fast-paced and visually compelling so that, in combination with the distribution strategy, they drive social media video views and engagement.
Distribution
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Using an inside-out strategy to give Boys & Girls Clubs board members and staff the opportunity to engage with the brand, built a customized content distribution plan.
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Built and activated the influencer community.
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Posted content to Facebook using opt-in internal influencers to build organic distribution and Smart Boost technology to maximize reach and impact of content.
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Built custom audiences and retargeted using lookalike audiences.
Results
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With Facebook and Instagram advertising benchmarks at $7.65 CPM and $1 CPC, this campaign exceeded industry standards with $3.55 CPM and $0.63 CPC – 54% lower than the average CPM and 37% lower than the average CPC.
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With reach of more than 450K and video views surpassing 250K, the campaign achieved a video view rate of 54%, compared to a benchmark of 22%.
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With SmartBoost optimization, the Jerome and Daijahnay videos garnered the highest engagement, video views and video view rate and the lowest CPM.
