Traditional, Social Media Combine for Cool, Creamy (and Measurable) Results
Scenario: Goodwill Industries of Greater Detroit operates a Ben & Jerry’s franchise in Detroit as an employment training program for local young people – part of its mission to help Metro Detroiters earn job opportunities. An integrated communications campaign increased sales and brand recognition. The organization (a client since 2007) approached Tanner Friedman with an opportunity to develop and promote a video to be entered in a YouTube contest open to all Ben & Jerry’s franchisees nationwide. Watch the (admittedly goofy) debut of the mustachioed ice cream cup on a stick “Scoopy D” at http://bit.ly/ScoopyDVid.
Strategic Communication Solution: Ben & Jerry’s offered a cash prize for the video eliciting the most views, but Tanner Friedman and Goodwill recognized the contest as an opportunity to accomplish numerous other objectives and advance ongoing branding and communication efforts supporting Goodwill’s mission. The team conceptualized, scripted and even performed in a low-budget video, hosted by “Scoopy D,” who led viewers on a tour of some top Detroit sites. Messaging about the mission of the organization and the role of the Ben & Jerry’s store in that mission were included in the video, in its text description on YouTube and in supporting materials.
Results: The video won national recognition as the "Best Taste of the City" entry, earning Goodwill a case prize. The supporting multiplatform communication campaign drove viewers to the “Goodwill TV” YouTube channel, attracted customers to the store and expanded awareness for Goodwill’s efforts to fight local unemployment. Highlights of the campaign include media coverage elevating Goodwill into the daily top 10 nonprofit YouTube channels worldwide and earning Goodwill (the only nonprofit in the competition) a top-four finish and recognition as the contest's "Best Taste of the City" entry.