Wounded Warrior Project Honor Their Courage
A STREETLIGHT DIGITAL CASE STUDY
Opportunity
The Wounded Warrior Project® (WWP), in partnership with Streetlight, launched a novel campaign, "Honor Their Courage," aimed at engaging the school community in recognizing and supporting America's veterans. This campaign faced several challenges, including adapting to the new realities of COVID-19 in educational settings and ensuring that the campaign content was easily implementable by teachers. Additionally, there was a need to address schools' potential preference for fundraisers benefiting their own organizations. The limited success of previous similar campaigns highlighted the necessity for a more impactful approach that could resonate with both educators and students.
Solution
Streetlight's strategy for the "Honor Their Courage" campaign involved developing a comprehensive toolkit with themed content and fundraising tips suitable for classroom settings. The plan included targeted paid advertising on Pinterest, capitalizing on its high usage among educators, and boosted social media posts on WWP's platforms to engage Millennial teachers. The campaign also encompassed paid digital display ads on educational sites and targeted outreach to past WWP Student Ambassadors. All activities were designed to be adaptable to various learning environments, including virtual and socially distant settings, with a focus on low-cost and low-effort implementation for educators.
Results
The "Honor Their Courage" campaign achieved significant growth and engagement:
Substantial Growth in Revenue: The campaign saw a 264% increase in revenue from 2021 to 2022, followed by an additional 7% increase from 2022 to 2023.
Effective Engagement with Educators: The targeted digital strategies successfully involved teachers in incorporating the campaign into their curriculums.
Increased Awareness and Fundraising Success: The campaign effectively raised awareness and funds for the Wounded Warrior Project.
Strong Digital Campaign Performance: Utilization of digital channels like paid ads and social media was key to the campaign's success.
Adaptability and Ease of Implementation: The campaign was designed to be easily integrated into various educational settings, ensuring wide participation despite the challenges posed by COVID-19.