ST. JUDE
St. Jude Children’s Research Hospital came to us to help them recruit the next generation of donors.
Our strategy focused on leveraging their TikTok feed to capture attention. We moved away from a heavier narrative and transformed the feed into a space of hope and joy, which quickly resonated with viewers and built a large following. This strategy, which rolled out multiple pieces of inspirational content per day, resulted in videos going viral. For example, one video was set to "What Dreams Are Made" Of by Hilary Duff, and featured a young boy dancing during his chemo session; he was later shown running a marathon. To capitalize on the video's success, we quickly bridged the content into an OTT ad with a QR code, making it easy for viewers to donate. This approach drove the best cost per conversion among Gen Z on YouTubeTV, outperforming the average of other creative by 55%.
OTT, Organic & Paid Social, Collab
To further connect with donors, we introduced new merchandise as a way to blend culture with a meaningful cause. We collaborated with Ruba Abu-Nimah, the Executive Creative Director of Tiffany & Co., to design a limited edition t-shirt. This piece aimed to inspire existing donors to update their cause-focused wardrobes, while also appealing to a fashion-savvy audience who might not typically support St. Jude.