The Salvation Army
The year-round Start Doing Good campaign used paid and organic social media to drive engagement, encourage volunteerism, and generate support through a custom microsite. As lead creative, my team and I developed monthly assets showcasing key Salvation Army programs.
creative concepts | Graphic design | Branding/identity | UI design | Photo Retouching
NOTABLE ACHIEVEENTS:
The campaign attracted 35,000+ site visitors, surpassing its goal of moving 500 people to action by 33% within a year, resulting in 305 new volunteers, 306 email sign-ups, and 54 monthly donors.
AMBIT & AMP Gold awards
| Let's 'Start' doing good logo
Campaign development started with branding for "Start Doing Good." A simple type treatment logo with an emphasis on "START" ... doing good.
| Bold primary colors to capture attention
Each campaign represented a season and Salvation Army programs: Blue for winter and Human Trafficking Awareness, Red for the Red Kettle Holiday season, and Yellow for spring and summer programs like camp and back-to-school initiatives.
| Social Media is "Doing Good"
In 12 months, Facebook reached 1.96M users (paid: 835K, organic: 1.12M), with 2,839 shares and 18% audience growth (+4,550). Twitter saw 1.06M impressions (paid: 380K, organic: 677K), 1,087 engagements, and 19% audience growth (+952).
| Custom Microsites & social campaigns
Each microsite contained custom sections designed to support the overall seasonal themes and programs. These assets included infographics, videos, social feeds, banners, slideshows, prayer request forms, donate buttons, email sign-up banners, and accompanying social campaigns.
