Gleaners Food Bank of Indiana - 2021 Donor Campaign
Strategic Planning • Campaign Development • Earned Media • Social Media • Influencers • Media Buying • Paid Digital • Creative Development
Gleaners Food Bank of Indiana
Since 1980, Gleaners Food Bank has developed programs and formed partnerships designed to lead the fight against hunger in central Indiana.
CAMPAIGN BACKGROUND
Bohlsen Group and Gleaners continuously are looking at creative ways to keep the fight against hunger at the top of the audience's minds and encourage monetary donations towards the cause. The primary confusion unmasked among key audiences through research was why Gleaners is in need of monetary donations rather than having food items donated to them directly.
OUR PROCESS
Step 1 - Messaging: The campaign touted “Your money goes further when we do the shopping,” explaining to the audience that for every dollar donated, Gleaners can produce eight healthy meals.
Step 2 - Tactics: To get the message out Bohlsen Group used one earned/owned tactic, organic social media, and five paid media tactics including paid digital, audio, connected tv (OTT), outdoor, and influencers.
Step 3 - Execute: Through a strategic rollout the media mix covered the 21 counties for which Gleaners serves to lead to an increase in donations.
CAMPAIGN RESULTS
AUDIO
Garnered over 1.6 million impressions across multiple audio platforms in Spanish and English
OUTDOOR
Posted 30 boards that combined had approximately 22 million impressions and ran over the scheduled time as a bonus
CONNECTED TV
Ran over 1.1 million impressions in the Indianapolis DMA
INFLUENCERS
Engaged with 5 influencers that led to ~50,000 impressions and over 3,000 direct engagements
PAID DIGITAL
Led to over 1 million impressions and ~10,000 engagements