Tapping into the power of video to inspire action
Case Study Snapshot
Client: The Greater Twin Cities United Way
Industry: Non-profit
The Challenge
Empowering the next wave of volunteers
Following the launch of a rebrand and the introduction of a new philanthropic mission, United Way wanted to raise awareness of its new initiatives and increase brand engagement. To elevate United Way’s efforts, Collective Measures developed a paid media strategy to clearly communicate United Way’s value proposition and inspire both new and existing audiences to join the movement by donating or volunteering.
Strategy
A core component of our paid media strategy was leveraging ad units that could both educate and inform key audiences about the rebrand, explaining the evolution of the brand and the details of its new initiative. Or in other words: video was the key.
Our dual video strategy included:
- Reaching new audiences across the web via programmatic video
- Targeting users who indexed high for charitable donations, volunteering, and corporate leadership
- Utilizing YouTube to educate lower-funnel audiences and remarketing audiences, including site visitors and branded searchers, to reach those who were familiar with the brand but unaware of the new changes
