The Salvation Army
Pay It Forward.
ABOUT
Throughout the year the impact that The Salvation Army Community Services (Calgary) has on Calgarians in need is unmeasurable. Throughout their three community campuses, they provide food, hampers, safe accommodations, support services, education, cooking classes and more — for men, women and families of all ages. How do they continue to do this life-saving work in the community? A large part of it is made possible by the Kettle Campaign.
Many recognize the kettles by the volunteers that ring the bells next to the donation buckets in the mall every holiday season. However, as with everything during Covid, utilizing in-person volunteers and donations were cut short in 2020.
Kind words:
“It was great to work with Pedestrian on our 2021 Calgary Kettle Campaign. They were engaging, had great ideas and had lots of knowledge about how to best communicate our message through social media. As a result of how well it went, we decided to extend their contract for our general posts. We highly recommend them!”
— Cliff Wiebe, Executive Director of Salvation Army Community Services (Calgary)
Services
Digital & Social Strategy
Social Media Management
Digital Marketing
Photography & Videography
links
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Ring The Bell 2021
The team organizing the 2021 Kettle Campaign reached out to us at Pedestrian to spread the word and give the campaign a fresh look, while utilizing their new ‘Tap to Donate’ kettles. The ask was to increase their presence on social media as a whole and spread their message with a fresh new look while focusing on the campaign to strategically hit their targets.
To start, we implemented an extensive 7-week digital strategy that spanned across four digital platforms. Anchored with strong visuals for storytelling and implementing human connection, we organized and styled a shoot that provided us with owned imagery and videos to brand the campaign with. Combined with consistent messaging that “help is simply a tap away” we utilized these assets in posts, reels, digital ads, and boosted posts. We strategically targeted a variety of audiences throughout the city with the goal of hitting their monetary campaign targets that would be directly going towards building their new Community Support Centre for families in NE Calgary — opening in 2022.
WHAT WE DID
Social media and digital strategy
Social media management of Instagram, Facebook, Twitter, and Linkedin
Digital marketing (Facebook ads)
Website redevelopment
Graphic design
Photography and videography
Campaign analysis and analytics
the Impact
+ $650,000 raised for campaign
112% increase of followers on all platforms
Instagram saw an 840% increase in engagement
+ 80,000 accounts were reached throughout the campaign
+ 7000 campaign video plays
