Putting a Plan in Motion
The 90 in 90 digital giving event challenges donors to help raise $90,000 over 90 hours (April 20–24). Instead of live concerts, the event features the original performers in digital shows hosted on social media throughout the week to bring the spirit of Only in Nashville to homes all across the city—and beyond. (One big benefit of an online event? It can reach far more people than an event held in one physical location can!)
To bring our vision to life, we brought together a team that included touchpoints from account management and creative to transmedia, production and PR. The time from creative brief and pitch to the day the first piece of creative hit inboxes was a lightning-fast two weeks. We had a few late nights, some quick turnaround times, and a lot of spontaneous calls to review everything from email subject lines to b-roll content in a video cut. But as we saw engagement with our content on social media, enthusiasm from the Oasis team and a renewed excitement for the event, we knew it was all worth it.
Supporting the event with social media, email, video and more, we increased awareness about the Oasis Center’s offerings and drove engagement throughout the month of April. With video content that offered a never-before-seen look inside Oasis we highlighted the variety of programs the organization offers, focusing on the emergency shelter.
We interviewed the center’s staff, who shared stories about young people they’ve seen grow and change through their involvement at Oasis. By sharing those videos through email, Facebook and Instagram we made sure the real stories of the Oasis Center’s participants remained front and center, hoping for the same level of inspiration and giving.