CASE STUDY
FosterMore
Because No Child Makes It Alone.
Nationwide, over 400,000 children live in foster care—roughly the population of Miami. FosterMore is a coalition of not for profit organizations and foundations working to raise awareness of the youth in America’s foster care system. FosterMore shines a light on the amazing potential of kids and families in the foster care community, and empowers all foster youth to reach for their dreams through education.
An incredibly important cause, the rudiments of FosterMore desperately needed a digital and creative backbone on which to build a campaign. With no online presence or official branding, and less than three weeks before launch, the organization reached out to Brand Knew for urgent creative direction.
Growing Up Quickly.
Brand Knew worked against the clock to conceive and implement FosterMore’s branding, and craft creative for the campaign’s initial ad buy. The brand launch was featured in Times Square, on Good Morning America, and in every taxi cab in New York City thanks to a city-wide release of FosterMore’s PSA.
Since then, the organization’s image has been refined, and digital presence has expanded under Brand Knew’s guidance. From day one, Brand Knew’s marketing team has managed FosterMore’s social media accounts, handled all creative for FosterMore’s annual digital and traditional ad campaigns, and facilitated the creation of video content.
Developing Digital Community.
Beyond branding and marketing, Brand Knew has helped transform FosterMore’s digital presence into a true online community, where people from around the country can gather to discuss issues regarding foster care. In addition to building the website and helping navigate from a technology perspective, Brand Knew is helping FosterMore to tackle the issue of foster care through new, emerging channels.
As the scope of the organization’s work grows, Brand Knew’s role has as well. The team now facilitates and executes on strategic partnership activations with entertainment partners like HBO and Participant Media, with their 2019 film FOSTER. Additionally, Brand Knew works in concert with Disney and ABC’s efforts in creating story arcs for a variety of their broadcast shows like Grey’s Anatomy and Blackish. In May of 2019, “Donate Your Small Talk” was a campaign born around foster care awareness month meant to spark conversation and inspire people to spend their “small talk” discussing things that matter, like foster care. Brand Knew developed a landing page that housed foster care facts that, with the click of a button, anyone could share to their personal social accounts and help to spread the word. Within weeks, major studio networks and influencers were pushing out these pre-crafted posts, quickly becoming the highest-trafficked part of the FosterMore website.
As a direct result of its commitment to a digital and social presence, FosterMore has grown into a vibrant online hub for the foster care community to connect, educate and grow.
Foster To Family.
Research has shown that it takes an average of two years for an adult considering adopting to officially begin the adoption process. With over 400,000 youth in foster care waiting for their forever home, FosterMore was in serious need of an innovative way to make meaningful progress. Brand Knew developed a custom media buying strategy centered around micro-targeting FosterMore’s demographic with inspiring, on-brand videos. The tactic, which had never before been done within the foster care community, produced astounding results. Not only did it generate 4.1 million impressions with 55.6K website click-throughs but, more importantly, the campaign reported 523 conversions. That means, as a direct result of FosterMore’s media buying campaign, 523 new adults applied to become foster child mentors or adoptive parents within a six-month time span. When the power of media buying is creatively put to good use, there’s no limit to what can be achieved.
