Case Study

Championing Human Rights via Social Media

For more than a century, the U.S. Committee for Refugees and Immigrants has championed human rights and helped millions of new Americans attain economic self-­sufficiency in the United States.

Forum One worked with USCRI on a social media campaign called “Here for Good” that combined strong branding, dynamic content, and targeted technology to tell a powerful new story.

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Storytelling with a Purpose

With this Facebook campaign, USCRI wanted to raise its profile, gain media exposure, increase story sharing, and boost donations.

With these goals in mind, we worked with USCRI to rethink the brand and craft a new narrative that humanized the issue and highlighted a shared understanding of the American dream.

Like, Share, Come Back for More

Our creative team set to work making compelling content that social media users would want to share. Using an editorial calendar and weekly brainstorming sessions, we made five weeks of cover photos, picture posts, and copy for USCRI’s Facebook page centered on a new theme each week.

Using Tout, a video-clip social network, we also crowd-­sourced content on the National Mall in Washington, D.C., where we gathered personal immigration stories from dozens of tourists visiting from more than 20 countries.

Eye-Catching, Award-Winning Work that Gets Results

The campaign resulted in massive growth over its five-week run, creating 258,929 impressions, reaching 39,816 unique users, and driving 12,569 interactions with the content – triple-digit growth. We also measured double-­digit growth in online donations and email subscriptions.

In the fall of 2013, the “Here for Good” campaign won an Online Marketing, Media, and Advertising (OMMA) award, which celebrates the year’s best in creative online campaigns. The campaign also won a Gold WOMMY, the top prize in the award’s Charitable category.

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