Background: The International Rescue Committee was Founded in 1933 at the request of Albert Einstein to ensure lifesaving care and life-changing assistance to refugees forced to flee from war or disaster. At work today in over 40 countries and in 22 U.S. cities, the IRC restores safety, dignity and hope to millions who are uprooted and struggling to endure. The IRC leads the way from harm to home. Substance & KTG were charged with coming up with a multi-channel strategy that would build their donor file in a difficult economy using the New Roots initiative to acquire, retain, cultivate and renew donor support. We would do this by creating a cross channel movement using influencers and a new millennial audience.
Our Audience Strategy: Using social listening, we found that the community-supported agriculture movement, commonly known as CSA, is changing the way many people eat, shop and donate across the country. The combination of the New Roots Food and Farming initiative and this fast-growing movement gave us an opportunity to introduce a fresh cause to potential donors and supporters.
Insight: In a “grow-your-own” economy people want to know about the journey their food has taken.
Idea: The Farmraising Food Exchange
A crowd-sourced program that connects people to the refugees who grow their food.
Partners In Care / VNSNY
Develop a marketing roadmap and platform that encourages caregivers to consider Partners In Care.
Caregivers are seeking an extension of themselves. They will seek the advice of friends and communities to find the right match. Once they seize control of the care of their loved one they want an ally they can trust.
Idea: My Partner In Care
An interactive talk show and application designed to guide caregivers and reassure them they are making the right decisions. Key features of the site and mobile experience demonstrate the personalized care a patient will receive by being in service to the caregiver. The MY PIC interface connects the patient, caregiver and healthcare provider with thoughtful information, content, functions and tools.
In a heartbeat everything can change. Substance spearheaded a global movement, #StandForJapan, among the artists from around the world.
In 24 hours the #StandForJapan received millions of subscribers to it’s community page.
Using our community of influencers and an SMS text to donate program,we began posting live updates, sharing content and creating art which was sold in the Substance Studio. All our efforts raised over $500,000 in a weekend for the Red Cross.
The Assignment: Sephora challenged us to help decrease abandoned shopping bags and increase purchase amounts while extending their immersive retail experience to new customers.
Our Insight: Woman desire the opinions of their closest and trusted friends to validate color and style choices prior to and after purchasing new products.
Idea: The Sephora “Beauty Buddy” The Sephora beauty buddy was developed for mobile, tablet and Google TV platforms to act as a beauty consultant who connects you to friends for validation while in the retail store. It also introduces you to trends through editorial content, and aggregated how-to videos extending the retail experience to the comforts of your living room.
Results: The application is one of the top rated tablet applications in the iTunes store. Its features and innovations have been credited with fewer abandoned shopping bags, an increase in purchase amounts and new customer referrals.
The Assignment: Develop a retail innovation prototype that tests new social engagement and loyalty amongst The Home Depot shoppers and novice home improvement enthusiasts for the spring season.
Insight:DIY enthusiasts are motivated by the sense of pride they feel when they have accomplished a project.
Idea: Made By You / Spring: Grown By You
This DIY project management platform puts DIY-ersin control with local know-how, servicesand community in every step of the process. From the initial inspiration to planning your projects to getting one-to-one DIY help; This platform connected you to a community of people who could guide you through a project or connect you to a location-based social marketplace of contractors who could do it for you. Whether your a novice or a pro; whether the task is pure enjoyment or a necessary chore, the result is the same - pride in a project Made By You!
Result: The prototype was lauded as a next generation CRM program for The Home Depot. The design was featured in Creattica Magazine and key features of the prototype have successfully been launched through The Home Depot’s web, mobile and social experiences.