We began with a strategic engagement focused on developing a creative campaign that differentiated S:US in a cluttered market and defined their core value proposition. In Discovery, we learned about S:US’ history, work, and existing supporters and researched competitive organizations and the demographics of their supporters. We then developed personas that represented our growth audiences and developed a key storyline and visual direction that would speak directly to them.

Our execution phase centered around a pilot campaign in December of 2021 to increase awareness, grow our community, and build insights. We created a comprehensive campaign style guide and produced a hero video that told the story, featuring real New Yorkers who have thrived with support from S:US.

We also optimized our digital footprint, which included building out a suite of compelling creative assets and a content strategy for social.

We improved the existing email and CRM strategy by creating a drip campaign to welcome new leads and enhanced the S:US website experience by developing dedicated landing pages and updating key pages on the S:US website.

Finally, we ran a paid media test campaign that focused on creating high-level awareness through video-focused platforms, while driving engagement and landing page visits using paid social and building connections with Facebook native lead gen ads.