Habitat for Humanity is an internationally recognized brand that is composed of many different independently operated, local affiliates.
In the summer of 2011, two Habitat for Humanity affiliates in the San Francisco Bay Area were presented with a joint marketing opportunity that would bring the affiliates together to collaborate on a Bay-wide awareness campaign. Having previously acted in separate capacities in their marketing efforts, the affiliates worked closely with Rootid to take their social media presence, which was the core of the organic marketing campaign engagement, to the next level.
The artwork, created by DraftFCB, for the Bay Area wide campaign was a visual centerpiece for the “Built by the Bay” campaign, so Rootid focused on creating an interactive campaign that re-enforced the amazing visuals seen on billboards around the region. We created the “Built By The Bay Billboard Contest.”
Participants submitted photos of how their Bay-Area style made their engagement with the Habitat mission unique. The result was a colorful array of the amazing personalities that compose the “Habitat Family” and make the local affiliates of an international organization unique in the way they carry out their mission.
The Built By The Bay photo contest was a huge success and tripled the following of the Bay Area social media base.