4-H PEI | Recruitment Campaign
Though 4-H PEI has been around for about 100 years, the majority of Islanders don't aren't fully aware of the variety of learning opportunities the program provides our youth. 4-H PEI had been seeing their registration numbers on a downward trajectory, and so they needed a recruitment campaign that highlighted their offerings, while also raising awareness in general.
Upon learning more about 4-H PEI and the invariable ways it benefits our youth, it was clear that the program leaves a lasting "effect" on participants. That "4-H Effect" was an idea my team and I sunk our teeth into.
"I wanted to visually represent the projects or activities kids were exposed to through
4-H PEI, but pair those visuals with copy that spoke more to an alternative perspective, the soft skill development, or the long term benefits of having worked on the project."
4-H PEI, but pair those visuals with copy that spoke more to an alternative perspective, the soft skill development, or the long term benefits of having worked on the project."
Over a six-week span, the campaign garnered over 570,000 impressions and 8,250 engagements across multiple social platforms (an increase of 408% and 97% respectively compared to the previous six-week period). And with each post driving audiences to a revamped 4-H PEI website homepage, we saw a 116% increase in website traffic.
Based on those results, it’s clear that we successfully reached and attracted new audiences to consider joining the 4-H community.
6 570,000 8,250 1
Weeks in market Impressions Engagements Happy Client
Weeks in market Impressions Engagements Happy Client
Personal Credits:
Creative Director
Video Producer
Video Producer
Editor
Music Editor
Motion Graphics
Copy Writer
Copy Writer
Agency: Insight Studio
