Audubon Society of Rhode Island — Charity
CHALLENGE
Audubon’s core supporters are aging out. Most millennials are completely unaware of their mission, so we needed to expand awareness of the Audubon Society to this younger target market and increase website traffic with a very small budget.
MEDIA SOLUTION
We developed a campaign that combined paid and organic social media along with PR support to engage
like minded audiences and community verticals within our key target market. Our paid launch in Facebook/
Instagram/YouTube/ and Adwords overlapped with organic seeding to key local audiences via Facebook, Instagram, Twitter along with local influencers to expand growth and provide authenticity.
Key factors for success were attributed to hand-seeding, extensive posting with deep hashtag alignment to bird communities and national wildlife holidays, multiple creative formats and integration among selected media channels.