In 2019, United Way saw an opportunity to break-down the silos in addressing homelessness and attempted to create an integrated and coordinated movement of organizations working to end homelessness in Orange County.
Idea Hall was specifically tasked with three objectives: 1) generating 100M impressions for the initiative through an earned and paid campaign, 2) Help change the hearts and minds of OC residents by getting 3,500 to sign-up in support of United to End Homelessness, and 3) Raise awareness through a paid advertising campaign and deliver no less than $100K in value-add media through buying negotiations.
Idea Hall exceeded expectations with 191.9M impressions, 58M being earned media and 133.9M print, digital and outdoor advertising, equating to nearly 41 total impressions per person, and more than 86,000 clicks on U2EH ads. An ROI of $2.53 CPM was well below the industry standard of $4-$6.
191.9M IMPRESSIONS
41 IMPRESSIONS PER PERSON IN OC
$2.53 CPM (well below the industry standard of $4-$6)
3,500 PLEDGES OF SUPPORT
$200K IN VALUE ADD (FREE) ADS NEGOTIATED
