New York City Rescue Mission DM UNDERHEARD IN NEW YORK by BBH New York

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United States
Agency BBH New York
Art Director Willy Wong, Jessica Shriftman
Copywriter Zac Sax
Released February 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Agency: BBH
Date of First Appearance: Feb 2 2011
Entrant Company: BBH, New York, USA
Entry URL:
Art Director: Jessica Shriftman (Bartle Bogle Hegarty)
Copywriter: Zac Sax (Bartle Bogle Hegarty)
Creative / Account Manager: Rosemary Melchior (Bartle Bogle Hegarty)
Creative / Strategic Planner: Robert Weeks (Bartle Bogle Hegarty)
Art Director: Willy Wong (Bartle Bogle Hegarty)
Strategic Director: Heidi Hackemer (Bartle Bogle Hegarty)
Account Director: Dane Larsen (Bartle Bogle Hegarty)
Media Designer: Brian Moore (Bartle Bogle Hegarty)
Director of Innovation: Saneel Radia (Bartle Bogle Hegarty)
Media placement: Online - Twitter - 2-2-11
Media placement: Online - Http:// - 2-3-11
Media placement: Online - Facebook - 2-5-11
Media placement: Online - Youtube - 2-15-11
Describe the brief/objective of the direct campaign.
We were challenged by the New York City Rescue Mission to raise awareness of the worsening homelessness problem. We developed Underheard in New York with the objectives of first helping members of the marginalized homeless population speak for themselves and then, inspiring the world to listen. The initial target audience was New York City residents ages 18-65. We implemented an engagement strategy based on multiple channels- five Twitter streams, one blog, one Youtube channel and one Facebook page- to generate earned media impressions and engage audience members to varying degrees. It was advertised via Facebook banners and word spread.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed a creative solution to the brief by leveraging the low cost and mobile potential of Twitter’s social media platform to provide homeless New Yorkers an opportunity to truly speak for themselves. The desired outcome was to develop a strong community of Twitter 10,000 followers throughout a month, but the resonance of the idea allowed us to achieve the desired outcome within weeks and adapt to achieve greater results.
Explain why the creative execution was relevant to the product or service.
The strength of Twitter as the foundation for the Underheard in New York campaign creative is that it is a broadcast medium which allows marginalized voices to speak authentically and reach a potential audience of over 100 million users. Rather than raise awareness of homelessness by speaking for the homeless, Underheard in New York restored their creative agency, allowing them to speak for themselves.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
As a cause-based awareness campaign built on Twitter, Underheard in New York measures target audience, initially New York City residents ages 18-65, response through Twitter metrics. Across the five Underheard in New York Twitter streams, the campaign developed a community of approximately 20,000 Twitter followers who tweeted directly at the five accounts approximately 9,000 times. Analysis shows a 98% favourable rating of audience sentiment. Underheard in New York also measures earned media responses which total over 600 comments and more than 13,000 social media shares.