Our team was approached by the head of Digital Content at the MS Society who found that the organization was struggling to attract young adult to become involved with the cause. This is particularly significant as the organization needs to combat the loss of the baby boomer demographic, as well as the fact that this is the age that diagnosis usually occurs.
The ultimate goal of the campaign is to pull young adults, especially women, into the MS Society engagement funnel, making them donors and eventually brand advocates.
The team decided on a narrative strategy to not only raise awareness about the disease and to create a long-lasting connection to the cause and the brand.
Through primary and secondary research we found that motivations behind donating (money and time) is not purely altruistic. Thusly, having a benefits-focused positioning will garner interest from the target audience about microvolunteering opportunities.
The campaign was developed to both raise awareness about Multiple Sclerosis and to show people that whilst a diagnosis of MS is oftentimes the beginning of a new and difficult chapter, it is not the end of their story. The campaign made the stories of young women living with MS accessible to their peers.
The augmented product produced by the campaign is a website that was active from Jan-Dec 2017. It appealed to rational thinking, emotion, and morality. The audience would first be exposed to content through the social media campaign (Facebook, Snapchat, and YouTube for Good) and get directed to the website, where they would play a game that matched they're skilled to the available microvolunteering tasks.
The microvolunteer would then select and complete a task that is at max. 5 minutes. Points are then allocated based on the duration and complexity of the task, which the volunteer can now share on social media or stockpile to buy something from the Micro-Momento store.
The final aspect of the campaign is the event marketing aspect which is still in the conception phase. The Micro-Run is a self-governed race (1,3 and 5 km) that seek to bring new members and pre-existing members together in a fun social event.
During the run of the campaign, the organization gained 250 new email subscribers via the campaign database as well as had over 500 microvolunteering tasks completed.
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