case study

Engaging social media campaigns

The challenge:

Leverage Amy Schumer and Christy Turlington Burns’ new book into a social media and online donation campaign for Christy’s nonprofit.

The result:

A user generated content campaign that captured hearts, received millions of views, and helped raise hundreds of thousands of dollars. 

the challenge

Strong social media–and a new book–for Mother's Day.

In April 2022, Christy and Amy launched a new book in honor of Mother’s Day. The bestselling anthology features essays by:

Serena Williams • Alysia Montaño • Abby G. Lopez • Amber Tamblyn • Shilpa Shah • Christy Turlington Burns • Emily Oster • Emma Hansen • Leslie Feist • Amanda Williams • Angel Geden • Adrienne Bosh • Latham Thomas • Rachel Feinstein • Ashley Graham • Jill Scott • Jennie Jeddry and Kim DeLise • La La Anthony • Shea Williams • Sienna Miller • Katrina Yoder • Amy Schumer

Leveraging ongoing social media work for Christy’s nonprofit Every Mother Counts, we created a viral social media campaign that brought the audience together, and led to the most successful donation season yet for the charity. 

step 1

Drawing the audience in

To build buzz and the make every mother everywhere feel included in the Arrival Stories book launch, we launched a new user generated content story  (UGC) platform on Every Mother Counts’ website called My Arrival Story.’

The new platform invited social media followers to share their own story of “arriving” into motherhood, and created space for followers to uplift each other ahead of Mothers’ Day.  

Step 2

Getting the word out.

We included influencer engagement, email campaigns, and ongoing UGC storytelling to bring the campaign to life. Soon, rich and thoughtful stories began rolling in from people around the country.

Over the course. of six weeks, mothers from all walks of life shared their experiences of “arriving” into motherhood.

Each story, like each one of us, was a unique expression of the journey of modern motherhood. And each advanced the nonprofits mission to “center mothers” in everything it does.

results
Reading the stories has felt like the solidarity of a hundred friends recognizing and sharing in the trauma that can occur in pregnancy. These women's own stories helped me.
nonprofit supporter

performance indicators

Key results for My Arrival Stories

raised online
$ 0 K

We raised more than half a million dollars online during the campaign.

incredible stories
0 +

My Arrival Stories shifted hearts and captured attention nationwide.

increase in engagement
0 %

During the campaign, EMC’s social media follwers were 2x mre engaged than before.

content samples

Read their Arrival Stories

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