Community Lovin’: A Homegrown Campaign
In the whirlwind of chocolate boxes, Valentine's Day dinners, floral arrangements, and candy hearts, how to we reflect on a different kind of love—the kind that empowers others to uplift their community?
While at RED VELVET, I maintained the belief that true community devotion is embodied by organizations, nonprofits, and charities dedicated to giving back. For my Q1 marketing campaign, I wanted to shine a light on the causes that have a special place in the hearts of my team members, and it was truly inspiring to share the initiatives they support. Having a 17ft Jackalope in front of the building was basically like having a free billboard on one of the most traveled streets in Austin. That being said, Jacky the Jackalope became the main focus of a lot of my ideas.
For Community Lovin’, the Valentine’s Day campaign for RED VELVET, I wanted to do something both digital and physical. I featured a total of thirteen local organizations and information how you could support these causes as well. With the help of our Production Lead, I cut out thirteen 2 ft foam candy hearts, painted and stenciled each one and put them out with Jacky the Jackalope on North Lamar Blvd. Many of the members of these non-profits and charities came out to see their candy heart proudly on display.
At the end of February when the hearts finally had to come down I reached out to our 13 orgs to ask what sort of traffic they had received since being featured on our social media, website, and of course outside by Jacky. The results were beyond what I could’ve imagined!
Carol’s Kindness+ won a 10k grant after being nominated by RED VELVET and the community for their incredible dedication to sustainable food donations.
The Girl’s Empowerment Network saw an 11% increase in sign-ups in the month of February.
Austin Pets Alive encouraged adoptees and fosters to take their furry friends out to see Jacky the Jackalope and tag them on Instagram.
Creative Reuse officially became our donation partner for left-over materials for all RED VELVET events and activations.
Art From the Streets saw an increase in volunteer sign-ups.
