The Salvation Army
The Bed & Bread Club Campaign was a year-long initiative to raise awareness and drive engagement, ultimately increasing membership. As the creative lead, my team and I developed a dynamic 360-degree campaign that refreshed every three months, featuring microsites, email, digital display, social media, and environmental advertising.
Creative Concepts | Graphic design | UI design | Photo retoucing
Notable Engagement
The campaign resulted in 5.4MM impressions and 8,138 clicks garnered through social, search, and digital display advertising, as well as 16.7MM impressions through transit advertising.
| Interactive microsites & email support
The microsites served as a central hub for information, featuring updated content and social feeds, each centered on a personal story of The Salvation Army’s impact. This encouraged repeat visits and deeper engagement. Email campaigns drove traffic to the site and included direct CTAs to donate.
| Social Media
The black-and-white imagery was designed to stand out on a page full of color. Emotional content drove high engagement, inspiring over 33,124 people to take action, including more than 1,100 Facebook post shares.
| Online & Transit Advertising
Online and transit advertising directed people to the microsite, where they could learn more and sign up for membership. Transit ads appeared throughout the city.
