Community Foundation of Greater Memphis
Delivering a highly engaging, compelling audience journey – and activating a broader universe of donors for one of the most successful charitable foundations in the country.
The reality of what Community Foundation is, what it does, how it works, and why one should become involved (including younger people who may not yet possess appreciable financial resources) is a challenging story to tell in the space of an advertising unit, regardless of size or platform. So, how does a brand with a robust story make the journey rewarding enough for a broader audience to engage – and deeply?
An innovative, integrated campaign told through a freshly reimagined channel. By transforming a well-known call-to-action device (QR code) from the adjunct element it has traditionally been into the actual marketing message itself, this campaign – featuring inspiring donor stories – compels greater audience activation, a more immersive journey through the brand, and the kind of rewarding interaction that is expanding Community Foundation's donor base.
