To empower Americans to increase their kindness during the holiday season by donating more toys and games to children in need, Toys for Tots needed to develop a way to generate awareness about a holiday matching campaign from Hasbro, one of their long-time supporters. The national nonprofit also wanted to develop a way to collect inspirational stories from their volunteer coordinators, family recipients and community partners.
We concepted, designed and executed a content marketing strategy to promote the Hasbro holiday matching campaign across the United States. Through strong branding and messaging, media outreach, social media and influencer engagement and a digital story submissions tool, the campaign earned national and local news placement in over 500 media outlets, including Fox & Friends, ABC News, USA Today and SiriusXM NFL Radio and The CW, generating a total publicity value of $1.8 million. With Hasbro’s matching support, 1.5 million toys and games were delivered to nearly 500,000 children, including those living in areas impacted by natural disasters in Puerto Rico, Eastern Texas and parts of Florida and California. In addition, over 500 inspirational stories were collected.