Blue Ridge Foster Love
The client that we will be advertising for is Blue Ridge Foster Love located in Dayton, VA. They are a newer nonprofit that benefits foster families, kinship families and children separated from their biological parents with essential care items. They offer services such as their in-store shop, sponsor a request (extracurriculars) and sponsor a bag/backpack. Specifically, our campaign was catered towards the Amazon Wishlist they have available. The Wishlist showcases the gifts that kids ACTUALLY want/need so everyone's holiday is special.
TARGET AUDIENCE : 30-45 year-old women in the Shenandoah Valley
RESEARCH: We did research on the other foster care non-profits and donation centers in the Shenandoah Valley, and realized there is truly no place like Blue Ridge Foster Love. Also, we looked into what specific demographics are most likely to donate and why. Mothers in this age range get satisfaction in donating, and doing things for others.
-Partnered with Brooke Arthur and Lauren Fulton-
Instagram Reel
This reel shows the holiday cheer a donor can feel when gifting on the Amazon Wishlist. Purchase an item, and if you own an Amazon Alexa it will immediately play a jingle...
Creative Concept
Due to the fact that Millenial women are most inclined to participate in donations facilitated through online platforms, such as Blue Ridge Foster Love’s Amazon wishlist, our big idea places an emphasis on donor anonymity. As we quickly approach the holiday season, donors pose as a “secret santa” when they purchase from the Amazon wish list for children. This known theme will entice them to complete the desired action because they know that they will make an impact, but only minimal “return” to be satisfied (as this can be invasive in certain environments such as foster/kinship care.)
Instagram Carousel
We used our creative approach of using the nostalgic Christmas look and the Secret Santa character. This post allows the audience to swipe learn about the program, and show the invitation.
Facebook post
This post was made to activate the engagement of the campaign and our users by using interactive polls.
Instagram Story
Using all different mediums is important. This part of the campaign is also interactive and allows the consumers to share when they donate and become a Secret Santa.
