The social media and blogger campaign we at Abraham Harrison produced for the Fresh Air Fund is illustrative of how quickly bloggers and the social mediasphere can be activated and brought to bear in very little to no lead time.

As of the middle of July, the Fresh Air Fund of New York City was 200 host families short and needed help to place city kids in country homes for the same summer. When Fresh Air Fund contacted us at Abraham Harrison to work together there were only two weeks left before the hard deadline. Using a combination of targets blogger outreach and social media outreach, we were able to secure over 130 posts in only the three weeks since the initial kick off meeting.

While the outreach was unable to secure all 200 host families by August 1st, the overwhelming response from the blogosphere and the social mediasphere resulted in universally positive responses from everyone involved in this campaign over at the Fresh Air Fund.

CHALLENGE

The New York City-based organization, Fresh Air Fund, which was founded over 130 years ago, needed to place 200 inner-city youth with host families. There was just 3 weeks to create some buzz around the campaign and hopefully place some of the youth by August 1st.

STRATEGY

Leverage Abraham & Harrison’s existing relationships with bloggers in tandem with a large online outreach campaign using links to both the Fresh Air Fund website (www.freshair.org) and a custom built and designed Social Media News Release (freshair.smnr.us)

TACTICS

Abraham & Harrison compiled a list of bloggers that fit the desired demographic and geo-located target audiences. These lists were custom built out of existing contacts and universes of bloggers that Abraham & Harrison had previously collected.

The outreach went to bloggers that fit both demographics like Mommy, Daddy & Educational bloggers. In addition we target geographically specific bloggers based in the New England area – such as New York City, Massachusetts and Connecticut bloggers.

RESULTS

Abraham & Harrison’s efforts resulted in over 130 separate blog posts and many millions of eyeballs reading the story. Blog posts were secured on sites such as Boing Boing, Red Book Magazine online, and over a hundred others.