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CASE STUDY:

OPERATION CHRISTMAS CHILD

  The Challenge

Increase general awareness for the charitable cause of Operation Christmas Child (OCC) through various channels of PR.


  The Solution

Trusted influencer campaigns and other traditional media provided exposure through a strong presence at special events in the community. As a byproduct of increased awareness, more shoe boxes were filled and delivered. All La-Z-Boy Lower Mainland locations partook in the efforts in building awareness in store while acting as a Drop Off Location collecting boxes from participating community members. Their four local stores collected just over 1000 shoeboxes, with Langley bringing in the most between all of the locations with 600+ dropped off. Snapchat OCC partnered with The Vancouver Giants by hosting a booth at a hockey game to build campaign awareness, distribute shoe boxes, and collect as well! Fun, branded, Snapchat filters were created for the use of a Vancouver Giants Hockey Game on October 23rd at the Langley Events Center along with the Amy Grant, Michael Smith, and Jordan Smith concert on November 18th played at the Abbotsford Centre.


  The Results

PR Efforts
We earned over $117,000 in monetized PR within the 2 months (October-November 2016)

  • Global News Online: $32,117.02 (Monetized PR)

  • Global Calgary News Segment: $6,330.00 (Monetized PR)

  • Basic Bloggers Article & Social Share: $1,138.18 (Monetized PR)

  • Surrey 604 Article & Social Share: $8,008.21 (Monetized PR)

  • Valley Mom Article & Social Shares: $6,074.93 (Monetized PR)

  • Bethany Menzel Social Share: $2,988.00 (Monetized PR)

  • Fraiche Nutrition Article Social Share: $3,403.00 (Monetized PR)

  • Dai Manuel Article & Social Shares: $11,806.90 (Monetized PR)

  • Jillian Harris Article & Social Shares: $39,855.73 (Monetized PR)

  • Styling the Inside Article & Social Shares: $5,574.25 (Monetized PR)

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