Congratulations to United Way of Salt Lake and Love Communications. Together they were honored for “Content Marketing Campaign ” at Utah Business’ 2018 Sales & Marketer of the Year (SAMY) awards.
After a 15-year partnership between United Way of Salt Lake and Love Communications, the two decided it was time for a change of message. The new campaign was specifically geared toward a “non-United Way” audience, including millennials and those outside of the nonprofit organization’s database, with an eye for raising awareness and education, as well as eventually bringing in more donors and volunteers. The result was “It Starts With You,” a campaign that approached that audience online from multiple fronts, including native content, and paid email, video and web banners.
“It Starts With You” was nothing like Love Communications had ever before crafted for a client. The campaign featured a series of five monthly “stories,” each telling and showing a different aspect of United Way’s work. Every story took about 10 days to produce, including shooting, editing and integrating it into native content, and the project took on the feel of a newsroom, rather than an advertising agency. But the message resonated with the audience: the paid advertisements netted 85 million impressions and a CTR rate of .14 percent—seven times higher than the original benchmark. Native advertising also performed strongly, with 73 million impressions, 44,000 clicks and 38,367 page views.
Read about the other 2018 SAMY Award honorees.