Digital Marketing Strategy & Social Media Marketing Campaign
Mercy Corps Digital Marketing Campaign in desktop and mobile layouts
Mery Corps 2017: In 2017 Mercy Corps stated they have plans to launch this campaign and use its strategies for #GivingTuesday.
The Mercy Corps Foundation is a non-profit organization, their mission is to alleviate suffering, poverty, and oppression by helping people build secure, productive and just communities. The organization used a variety of ways to encourage donations for their cause, specifically leveraging the international day of giving, #GivingTuesday, the Tuesday after Thanksgiving in the United States. My role in the project was to work with a team to create a digital marketing strategy and campaign for #GivingTuesday.
Designing a Digital Strategy For #GivingTuesday
The major problems our team had to overcome in the design process were how to:
1. Engage potential donors to donate on #GivingTuesday
2. Explain the benefits of becoming a Mercy Corps donor
3. Explain the Mercy Corps mission in a unique and compelling way
Using Mercy Corps's primary goal for the project, which was to capture more donations during #GivingTuesday, our team used this opportunity to expose the deeper meaning behind #GivingTuesday. We believed that #GivingTuesday was more than a finite moment, but rather an open invitation to a captive audience of potential donors to join the Mercy Corps mission and journey long term.
Our digital strategy utilized existing content to build out a set of "hero's journeys" to engage visitors to become part of the story and connect with Mercy Corp through ongoing digital touch points.
Our campaign, #GivingTuesday2016, exposed the idea that journeys are made of moments. The creative strategy introduced the campaign objectives which were to take donors on a journey that will give them an unprecedented opportunity to see how their donations are helping the Mercy Corps mission.
Above, is an example of a donors journey, each digital touchpoint shows how their donation is helping 15-year-old Lourdes dos Reis of the Southeastern Asian nation of Timor-Leste who wants to be the Minister of Education when she grows up.
Social and Digital Ecosystem
The following is an example of what the Mercy Corp's social and digital media ecosystem would look like on across platforms. As part of the digital media strategy, all digital media channels were utilized to activate this campaign.
For instance, the launch of the campaign utilized the landing page of the foundation website, as well as used Facebook and Instagram social media accounts; the follow-up digital media platforms included: email, Youtube, and Twitter.
Other campaign objectives were to increase the new audience demographics, of young professionals, in addition to increasing chapter donor conversions.
This project was created during my Portland State University Center for Executive and Professional Education certificate coursework. The client was very pleased with the end results and felt as though our teams' leveraging of digital storytelling as a driver to engage with their donors was the exact direction they needed to go to develop a new content strategy.