United To End Homelessness
Ending Homelessness Together: How We Helped United Way Mobilize Orange County for Change
Client Type
Non-Profit
Services
Public Relations | Digital Marketing | Advertising
Overview
THE SITUATION
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.
THE SOLUTION
Idea Hall was specifically tasked with three objectives:
- Generating 100M impressions for the initiative through an earned and paid campaign,
- Help change the hearts and minds of OC residents by getting 3,500 to sign-up in support of United to End Homelessness, and
- Raise awareness through a paid advertising campaign and deliver no less than $100K in value-add media through buying negotiations.
THE IMPACT
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
