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#OurPurpose Campaign

Purchasing With A Purpose

THE MISSION

ACCSES New Jersey is a is a not-for-profit organization dedicated to providing employment opportunities to an individual with disabilities through community-based programs located throughout New Jersey.

As their agency of record, they tasked us with coming up with a social media campaign that raised awareness of their employment advocacy efforts, raising a digital army of online advocates for their cause. Our team responded by creating the #OurPurpose campaign, designed to tell the stories of how employment impacted the lives of individuals with disabilities.

The result, an award-winning campaign that inspired users through perspective based storytelling.


01.
Choosing The Right Channel
Our team decided that Facebook would be an ideal place to share these stories. ACCSES New Jersey had no followers, so we developed a paid media startegy around custom-built audiences. Facebook allowed for our team to target by interest, behavior and by job titles of people we felt our story would resonate with.
02.
Developing The Stories
Our strategy team knew the stories would be the differentiator of this campaign, so we carefully created interview question that we felt would capture the individual's story & elicit a significant response from our target audience. Finally, we sent our media team to multiple facilities, taking photos & videos, and we pieced our campaign together.
03.
Inspiring New Jersey
The interview questions were woven into short and digestible facebook posts which reach an audience that helped our audience understand the challenges, successes & opportunity individuals who were employed faced. Above all, it showed society that these individuals were ultimately thriving in their work environments & improving the bottom line of the businesses they worked for.

RESULTS

Over the course of 5 months, we released 13 inspiring stories and the response rate was from the Facebook community was massive. The posts contributed to the following results

  • 8,345 engagement actions including likes, comments & shares.
  • 94,806 people reached.
  • 8% to 15% engagement per post.
  • 690 Followers gained from posts.
  • 1 Army Of Digital Advocates

Furthermore, this campaign has helped ACCSES New Jersey debunk the myth that people with disabilities aren’t able to provide value to businesses, instead, changing the conversation to how they add value and what having employment opportunities can do for them.