Engage & Change

Engage & Change: Project Winter

Making a Splash Before, During and After a Key Fundraising Event

 

Challenge

Leading up to one of two annual events aiming to alleviate homelessness in the Greater Toronto Area, Engage and Change wanted to educate the community on the dangers of homelessness, encourage donations, and generate robust day-of interest in Project Winter Survival. They tapped Spark Growth to lead content generation and drive measureable results. On January 27th, 2016, volunteers came together to pack, box, and deliver 3,000 survival kits to over 150 homeless agencies in Toronto.

 

13150000

impressions on twitter

4

hours as the #1 hashtag in canada


 

Action

  • Created content and managed posting across Engage and Change Facebook, Twitter and Instagram
  • Created easily-shareable, thought-provoking custom graphics for social and email to raise awareness
  • Promoted content with paid advertising to reach a large audience
  • Executed live-posting across channels on event day

 

Results

  • #ProjectWinterSurvival trended #1 in Canada for 4 hours despite the inauguration the previous day and the Women’s March the day of
  • 13.15 million total hashtag impressions
  • 573% increase in organic reach on Facebook
  • 794% increase in organic engagements on Facebook
Category
Social Media