Case Study: Supporting Teachers Through Holiday Wishlists – A Social-First Initiative That Gave Backe
The Idea
An influencer-led campaign started by "Things I Bought and Liked" was making waves on social media, encouraging people to share and fulfill Amazon Teacher wishlists for others in need. Recognizing the opportunity to align with this viral moment, Notarize joined the conversation with one focus: supporting Title 1 teachers who often spend their own money to provide for their classrooms.
As a socially responsible brand, Notarize saw this as a chance to not only give back but also engage with an impactful and trending initiative that resonated with our audience. Through this campaign, we celebrated teachers’ stories, shared their wishlists, and mobilized our community to make a difference.
Bringing the Concept to Life
I led the creative execution of the campaign, ensuring it struck the right balance between participating in a viral campaign and maintaining authenticity. The campaign included:
Amplifying teachers’ wishlists on social media to encourage contributions.
Developing storytelling-driven content, featuring specific teachers, their classrooms, and the direct impact of fulfilling their wishlists.
Collaborating with internal teams and external networks to execute the initiative seamlessly, from crafting engaging social media posts to writing blogs that highlighted teachers’ dedication and the success of the campaign.
This approach created a deeper emotional connection with our audience while aligning the initiative with the broader social campaign.
The Social Media Campaign
Our social-first strategy ensured the campaign aligned with the broader one, keeping it relevant and engaging. We leveraged platforms like LinkedIn, Instagram, and Twitter to promote teachers’ wishlists, encouraging participation and celebrating every contribution. By sharing real stories and photos from teachers, we fostered a sense of community and purpose among our audience.
Key Campaign Elements:
Campaign Alignment: Built on the momentum of a popular social media moment to increase visibility and relevance.
Storytelling-Driven Content: Featured real teachers and their classrooms to create an emotional connection.
Cross-Platform Promotion: Used LinkedIn, Instagram, and Twitter to amplify reach and engagement.
The Results
Significant Wishlist Fulfillment: Hundreds of classroom supplies were purchased, making a tangible difference in the lives of Title 1 teachers and their students.
Increased Social Engagement: The campaign sparked meaningful interactions across platforms, as audiences were inspired to participate and share.
Strengthened Brand Identity: Positioned Notarize as a brand that listens, participates in cultural moments, and gives back in impactful ways.
Why It Worked
Cultural Relevance: Tapping into a trending initiative allowed us to reach new audiences while demonstrating genuine care for the community.
Ease of Participation: Direct links to wishlists simplified the donation process, driving higher engagement.
Emotional Storytelling: Highlighting teachers’ stories created a connection that inspired action.
Takeaway
This campaign exemplifies how aligning with a trending social moment can amplify a brand’s impact while staying authentic to its values. By leading this initiative, I demonstrated my ability to adapt social trends to meaningful campaigns that drive engagement, foster goodwill, and leave a lasting impression.
