Mercy Ships maximizes TV opportunity with digital support strategy

Damaris Montalvo and Angela Baldwin

Campaign details

Brand owner: Mercy Ships
Agency: Russ Reid
Brand: Mercy Ships
Country: The United States

Executive summary

In the summer of 2013, Mercy Ships – a non-profit organization that provides free life-saving surgeries and medical treatments worldwide to millions of people living in poverty – partnered with Russ Reid to maximize a unique opportunity: CBS's award-winning news magazine show 60 Minutes was re-airing a 13-minute segment about the organization.

Given the great exposure this would present, in a matter of weeks Mercy Ships and Russ Reid partnered to develop a digital and social strategy that would drive viewers to their site, convert donations and maximize revenue potential – while building awareness and engagement.