case study
Creative Content Strategy
The challenge:
Leverage charity: water Founder & CEO Scott Harrison’s book launch to grow the monthly giving program.
The result:
An interactive narrative website that converted new users at a 3x higher rate than the organization’s own website.
the challenge
From a memoir to social impact marketing
When Scott launched his book, he knew he wanted it to benefit his nonprofit charity: water. However, the gap from book reader to nonprofit donor is traditionally hard to bridge, and would take creativity.
As a first step, Kate received several cardboard boxes—newspapers, letters, journals, and photographs from Scott’s youth and charity: water’s founding years.
THE TASK:
- Translate four decades of personal archives into compelling, standalone digital storyboards;
- Lead brainstorming with the Creative and Marketing teams on stories that worked;
- Storyboard the content and wireframe the journey;
- Copywriting to adapt book stories for digital audiences;
- Work with a design team to bring the vision to life.
step 1
Translate archives into content that engages and motivates audiences.
While Scott’s entire book is captivating, only a strategic arrangement of stories would effectively move audiences from reading to donating monthly.
Using carefully selected inflection points across the narrative, the website took shape with an eye towards gaining monthly donations. Every beat of the website, and full narrative strategy, was carefully outlined and reviewed to ensure excellence.
Step 2
Working with design to ensure brand cohesion.
To ensure the interactive digital experience accurately reflected the full breadth of Scott’s vision, close collaboration with design and development was necessary.
This included ongoing review and close partnership on every interaction on the website, and a several-stage process to refine the full content experience.
Step 3
Making charity feel personal.
The goal was for the audience to feel full immersed: crouched in a studio with decades of memories in their hands.
To achieve this, we incorporated lots of raw analogue content to build a transportive, first-person feel.
Spotlight: Harris's Story
RESULTS
Bestseller and best fundraiser
The book quickly became a best seller, and influencers were able to drive their audiences to the website, amplifying the donation drive.
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