Created the interactive promotion strategy for the St. Jude 2012 Children's Tree promotion, including digital channel strategy, user experience mapping, SEO, and social integration. http://www.youtube.com/watch?v=AgWIo5s39Bs

1. The primary objective of this campaign was to bring awareness to
the mission of St. Jude Children’s Research Hospital, while
simultaneously capturing new emails and donations for the
hospital. ALSAC worked with an ad agency to create a phased
interactive experience with moderation capabilities that engaged
users by creating a customizable Christmas-themed ornament to
honor the children and families of St. Jude. The long-term plan is
to repurpose for other major holidays, first one being an Easter.
Results: In total, The Children’s Tree website captured 1,563
unique emails, as well as acquired 168 new St. Jude donors. Over
4,000 ornaments were created. The campaign had a positive ROI and
promoted through Social ads, a YouTube promotional video & Email.
Take Away: Using online engagement to attract donations
continues to prove successful. The subsequent Easter Basket results
were similar 3 months later, but with lower revenue and higher # of
messages. A frequency strategy & social integration will be critical
to future engagement and success.
CASE STUDY
Holiday Appeals Interactive
Launch Date: 11/27/12
- 1/30/13 – 8 weeks
Reach: 13.5MM
Budget: 50K
Return: 55K, 1.6K new emails
Partners: Signature Advertising
Business: NDM - Cultivation
Goals: 1) Revenue 2) Patient
Messages 3) Lead Capture