In the summer of 2019, The Hunger Project wanted to cultivate its audience and expand its base with lead generation. Founded in the 1970s, THP invests in the potential of people to end their own hunger and lift themselves out of poverty. They educate, train, and build skills so that participants in their programs can keep the good going. THP’s investors (they do not use the word “donor”) are fiercely loyal to the brand and history. This campaign capitalized on that.
We put an interactive landing page at the center of this campaign. The user was invited to answer the question, “How important is a world without hunger to you?” by sliding a globe along a continuum of “no concern” to “my priority.” For each level of response, the user’s answer was acknowledged, and they were given an opportunity to learn more. An engaging infographic provided insightful facts about the reality of world hunger. The landing page included a video and a historical collage. At multiple points, the user was invited to join the story with a pledge to end hunger, invest in people with a gift, and share through social media.
A series of three campaign-branded emails drove traffic to the landing page, as did social media posts and advertising, SEM, and a modal.
|Regina Ryan:||VP of Creative|
|Amelia Adsley:||Copy Writer|
|Piotr Major:||Technology Director|
|Clay Baucom:||Assistant Technology Director|
Location: United States