Challenge
The Alzheimer’s Association – Georgia Chapter needed to ramp up recruitment for its annual Walk to End Alzheimer’s in Atlanta, and drive attendance to its kickoff party. The Walk is the chapter’s largest fundraising event and had an unprecedented fundraising goal for 2015 of close to $1 million. The Alzheimer’s Association asked c21 to develop and implement a digital awareness campaign just two weeks prior to the kickoff event.
Solution
As part of an overarching campaign of social media advertising and organic content, communications 21® (c21) recommended using its in-house video production suite to create a short, inspirational video that visually depicted the walk’s impact and its fun, spirited atmosphere. Research shows that video content is the most widely viewed online and we knew that the incorporating a strong call-to-action and link to the event registration page would be impactful.
Given the short turn around time, c21 opted to leverage existing Alzheimer’s imagery for the video. We accessed the chapter’s image archive to select an array of pictures depicting walk teams, the walk route and more. We also wrote captions that highlighted the previous walk’s results and the Alzheimer’s Association services that it funds. We selected inspirational, lighthearted music to round out the feel of the video.
Results
The video was uploaded to the chapter’s Facebook and YouTube pages several days before the kickoff party, and instantly received more than 230 views and 24 clicks.