BBBSKC: Big Draft Social Media Campaign
Big Brothers Big Sisters Kansas City works to clear the path to a child’s biggest possible future by matching them with a caring, adult mentor in a one-to-one friendship. “Bigs” help “Littles” ignite, empower and defend their potential by standing with them. Last year, 100% of the Senior Littles graduated high school, 83% reported improved self esteem and 71% reported improved grades since being matched.
Most years, Big Brothers Big Sisters Kansas City recruits a lot of Bigs for their program through events. When the pandemic hit, that changed. But one thing that didn’t change was the need for new Bigs to match with Littles. That’s why BBBSKC came to Fervor to help with their 2021 Big Draft Campaign—to maximize their virtual impact and bring in as many new Bigs as possible.
We created a paid social media campaign and a series of social media ads for BBBSKC to promote their Big Draft Campaign. Our goal was to direct as many people as possible to the Big Draft landing page, where they could sign up to learn more about what it means to be a Big (as well as be registered to win Chiefs season tickets—not a bad bonus). Over the course of the campaign, we were able to evaluate results and work with BBBSKC to fine-tune and find solutions that would resonate with their target audience, and it helped us to gain momentum and build greater success as the campaign progressed.
So, the results? Our goal was to match BBBSKC’s number of inquiries by people interested in becoming a Big from their previous year’s campaign. In the end, we met and exceeded that number by 35%. But the most important result is one that’s harder to measure with graphs and percentages, and that’s the fact that because of this partnership, more Littles in Kansas City are being matched in life-changing relationships with Bigs. That’s the kind of result we care about—the kind we’re honored to be a part of.
“With Fervor on board, we exceeded the number of inquiries that we received last year with about half the budget. That’s a big success, especially in a world where we’re dealing with COVID. Fervor was there for anything and everything as a partner with us throughout our campaign.”
– Kristi Hutchison, BBBSKC Chief Marketing Officer