In May 2021, Medical Benevolence Foundation (MBF) launched its #BeBenevolent campaign. The purpose of the campaign was two-fold: 1) encourage constituents to engage in daily prayer for those involved in medical missions and 2) raise funds to support the critical work of improving lives in developing countries.
Design for the month-long campaign consisted of both print and digital elements:
Direct mail appeal letter
Daily prayer guide
Email marketing graphics
Shareable flyers and graphics for church partners
Social media and digital ad graphics
The client wanted to employ social media posts and paid digital ads at a level they had not undertaken in the past. We guided them through the process of developing a month-long social media content calendar with 2x daily posts consisting of prayers, impact stories, articles, videos and branded graphics. We then took care of scheduling the 60+ posts on their social media channels. We also designed all the branded graphics for their organic posts and paid Facebook ads.
In terms of engagement, impressions and reach, the results of the social media and paid ad campaigns were impressive. Facebook page likes increased 10,500%, engagement up 259%, page impressions up 2115% and page reach up by 3118%. Their Instagram and LinkedIn engagement and reach also saw huge increases. The Facebook paid ads performed well, generating new likes, increasing engagement and driving visitors to the campaign website.
The #BeBenevolent campaign’s social media engagement was so successful that MBF is considering ways to leverage their success with additional campaigns later in the year.