Girls Inc. of Sarasota County proposed a challenge to Nickel Communications at the end of August: help the organization raise $150k to be matched in the month of September with a funny, eye-catching, social campaign.
We thought long and hard about what trends on social media outlets like Facebook, Instagram, and Twitter and found that “Selfies” and “fashion” are two of the most tagged and shared pieces of communication. What if we turned these into our method of communicating how to donate?
So we did!
Our Creative Director, Lindsey Nickel-de La O, and previous intern, Meghan Cole, decided to undertake a “30-Day Match Challenge”. Every day for the entire month of September, the two matched their outfits and posted selfies on Facebook and Instagram. The social media posts tied together clothing, friendship, and matching in a strong, smart and bold way, along with a link to donate to Girls Inc. of Sarasota County. We created hashtags for the #30daymatchchallenge, like #IamMore and #GirlsIncSrq, we also used popular hashtags for more exposure like #ootd.
As part of our social campaign, we created a video announcing the match that was shared by Girls Inc., the Sarasota Community Foundation, the Giving Partner and Network for Good among others.
We designed a logo to go on donation jar and point-of-purchase promotions that went out in businesses across Sarasota County.
At the end of the month, our 30-Day Match Challenge raised $158,000! This resulted in a total of $308,000 being donated to Girls Inc. of Sarasota County just in September.
