For Christmas 2016, I proposed to produce a viral video that showcased some existing B1G1 businesses. The aim of the campaign was to raise awareness of businesses giving through B1G1 during the already-popular Christmas Giving season, and encourage even more giving during the month.
I worked with a video producer to come up with the storyboard for the video, personally interviewed individuals, and directed each hidden-camera filming scene. I then planned the video promotion strategy through paid and organic channels, as well as the promotion schedule, including the release of a teaser video.
The featured businesses were highly receptive to the video. Through paid A/B testing, we achieved a cost per engagement of $0.03 with 665 post engagements on just a budget of $20.