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#DropAndGiveMe10 Viral Social Media Campaign

Background

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Challenges

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Solution

As a nonprofit, social media—specifically Facebook and Twitter—lent themselves particularly well to being cost-effective marketing and engagement tools. Leadership at Fallen Patriots wanted to launch what they hoped would become a viral campaign, and came up with the #DropAndGiveMe10 challenge idea, where users record videos of themselves doing push-ups, pledge a dollar amount for each one and challenge three others to do the same.

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In order to make #DropAndGiveMe10 the nationwide success it became, we brought our people-focused creativity to the table. We utilized:

  • Persistent and strategic public relations savvy
  • The foundation’s connected board
  • Engaged social listening techniques to maintain momentum
  • Creative shareable graphics that branded the campaign while integrating the signature look and feel of Fallen Patriots.  
  • Created specific #DropAndGiveMe10 social media pages in order to promote at any given time when someone completed the challenge.

The campaign was strategically launched on Memorial Day weekend by Bear Grylls, and then quickly spread across sports and entertainment to include New Orleans Saints Quarterback Drew Brees, Andy Cohen, Kathie Lee Gifford & Hoda Kotb, Matt Lauer and more.

A third of the NFL Cheerleaders participated in the campaign, along with corporations, government entities, restaurants and individuals all across the country.

Outcomes

The #DropAndGiveMe10 challenge earned Fallen Patriots millions of free social media impressions through Facebook, Twitter and Instagram and millions more through digital web impressions through news stories, corporate postings and blog articles. Being the longest-running campaign in the charity’s history, thousands of dollars have been sent in, and donations are still being collected.

Huffington Post Live segment featuring Fallen Patriots founders David and Cynthia Kim.
Syracuse News Channel 9 covers the #DropAndGiveMe10 Challenge
Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s