Invisible Critic
BIO Girls | Giving Hearts Day 2023 | Multi-Channel Campaign
Macy Kraemer, Associate Producer
Threefold, Video Production Company
Campaign Overview
This 2023 Giving Hearts Day campaign was designed for two outcomes, 1.) To increase awareness of the BIO Girls mission, targeting the Giving Hearts Day community and 2.) to inspire a one-time donation to support BIO Girls’ work, targeting the current organization’s database of donors, parents, and volunteers. The campaign marketing channels included paid and organic social media, email, and direct mail. The campaign creative focused on issues that girls are facing using the data from the North Dakota Youth Risk Behavior Survey, with the emphasis to be on the complexity of the issues, and the realty that oftentimes the struggles are invisible.
My Role
Strategy & planning
Videography concept & vendor management
Creative development: copy & design
Paid social media setup and management
Email campaign execution
Analytics and reporting
Strategy
Target Audiences:
Current & past participant parents
Current & past volunteers
Donors
Women ages 35-55
Parents of school-aged girls
Messaging: "The battles our girls face are far, far from black & white. In fact, most times they aren't even visible."
Channels: Meta Ads, email marketing, direct mail, organic social, landing page
Execution
Creative Samples:
Email Copy:
North Dakota girls are struggling.
According to the North Dakota Youth Risk Behavior Survey,
1 in 8 ND girls has attempted suicide.
Over 50% of ND girls have unhealthy body esteem.
1 in 3 ND girls state their mental health is not good.
Sadly, the findings are similar across our region. This Giving Hearts Day, our girls need you. We invite you to link arms with us, again, to support self-esteem in adolescent girls; one of the strongest predictors of behavioral and emotional problems... making BIO Girls a preventive program.
We invite you to be a Giving Heart on February 9th to help us change those headlines, and prevent future ones.
Social Graphics:
Mailer:
Video:
Macy Kraemer, Associate Producer
Threefold, Video Production Company
Results & Impact
Donors: 25% increase from previous year
Dollars: 15% increase from previous year
Goal: 160% of budgeted goal
Bonus Impact:
The “Why We Exist” video created for this campaign was an American Advertising Federation of North Dakota Addy Award recipient.
BIO Girls’ match donor for 2023, resigned for the following year on the first post-campaign appeal.