The American Red Cross: Giving a little Hope.ly this holiday season 

This case study describes how the American Red Cross, one of the world's largest volunteer organisations in the USA, created Hope.ly, a bespoke link-shortening tool to promote the organisation organically through social media use.

The American Red Cross: Giving a little Hope.ly this holiday season

Kathryn Brown and Brooke Diamond

Campaign details

Brand owner: The American Red CrossLead agency: BBDO New YorkBrand: The American Red CrossCountry: USAIndustry: CharitiesChannels used: Earned media, buzz, Internet - general

Executive Summary

The holiday season is always a critical time for the American Red Cross, but in 2014, we faced unique challenges: an almost two-year period of 'blue skies' (no major disasters, fewer donations), coupled with an aging donor base. Interested in addressing both by reaching a future...

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