Team: Saatchi & Saatchi New York
Project: Integrated Campaign
Greenlight A Vet is a national campaign to establish visible support for veterans. It invites Americans to show their support by switching out a publicly visible light in their home with a green bulb, and keep it glowing every day as an ongoing symbol of hope and renewal for our veterans.
Greenlight A Vet launched with a national TV campaign and online commercial featuring real-life veterans, which aired during this year’s World Series baseball championships. We released a web series that profiled each veteran and shed light on the impact transitioning veterans make in and out of uniform in communities across the country.
- Over 130,000 uses of our hashtag #greenlightavet
- 2.8 million visits to the Greenlight A Vet website
- So many bulbs were sold… Walmart sold out!
- 1.6 billion media impressions
- 3.4 million online acts of support
- 400+ media stories
- 94% positive brand sentiment
Using a screener survey, I selected interview participants based off their experience supporting social causes. Through in-person and phone interviews, I started to identify behavioral trends and pain points we could design for to help maximize participation in the campaign.
At a high level, I worked with our strategy and social teams to map out the campaign touch points to ensure that the experience would have consistent messaging and action points.
At a campaign level, we planned media and social content to ensure that messages were consistent across platforms leading up to the launch date for each version of the website.
Starting with quick sketching sessions with the creative directors, we brainstormed what role we wanted the website to play. We determined a structure for site that would tell the story of the campaign in a cohesive way, feature rich content, enable easy sharing and link out to our partner organizations – making the site a central point for people to learn how to get involved with the campaign.