Boys & Girls  Clubs of Greater Milwaukee

Behind-the-Scenes Video Storytelling Builds Brand Awareness  & Social Media Engagement 

Content

• 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.

• 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​

• 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. 

• Built and activated the influencer community.

• Posted content to Facebook using opt-in internal influencers to build organic distribution and Smart Boost technology to maximize reach and impact of content.

• Built custom audiences and retargeted using lookalike audiences. 

Results​

• 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.

• 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%.

• With SmartBoost optimization, the Jerome and Daijahnay videos garnered the highest engagement, video views and video view rate and the lowest CPM.