Guest House, a Milwaukee Homeless Shelter

Repeats a social media influencer campaign after success with influencer videos in 2017   

Client Challenge

Improve upon a 2017 social media influencer campaign that built brand awareness and increased year-end giving.

 

Content

  • Seven 30-second videos edited for social media

  • The video stories, told in an unexpected way, show how the Guest House improves the lives of the people it serves AND benefits the entire community

  • Influencers included a high-profile community leader, a mom who coordinates a young group of volunteers and doctors who help grow vegetables in the facility’s gardens

 

Distribution

  • Built a custom two-phase distribution plan

  • Posted content to Facebook using proprietary SmartBoost technology to maximize reach and impact of content

  • Used a reach objective in Phase I to build an audience and social proof

  • Moved to a link click objective in Phase II to drive viewers to a donation microsite.

  • Built custom audiences and retargeted using lookalike audiences

 

Results​

  • Gave the Guest House increased visibility during a time of year when many non-profits are vying for attention

  • Executed a successful test aimed at high earners

  • Produced reach and engagement metrics – including cost per thousand and cost per engagement – that were well below industry benchmarks (Phase I CPM of $2.81and Phase II CPE of $0.03)

  • Drove a year-end donation increase (more specific result to be added soon)

 

Inside Media Partners LLC

Milwaukee, WI

414.731.1608

414.366.9188

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