Like many colleges and universities, Holy Cross wanted to increase participation from millennial graduates who were not responding to traditional fundraising appeals.
Embryo developed a social video campaign to convert recent alumni into first-time donors and encourage current students to participate in a giving campaign. The goal was set at 2,500 donations in 43 hours.
Our challenge was to develop a fun, attention-getting campaign that would be shared on social media and engage younger alumni who operate in a cluttered media environment.
We began by conducting research—speaking with supporters and staff—to gain a better understanding of alumni giving patterns and behavior. Using these insights, we developed a campaign strategy that guided our creative development. The result was a humorous meme-like campaign that featured the school mascot in an unconventional role asking audiences to join him and Give Purple.
The Give Purple campaign launched using several components—a teaser video, a pitch video, personal challenge videos featuring alumni, students and faculty, animated digital posters for on-campus signage and social media imagery. We also developed a comprehensive distrubtion plan for the campaign.