When the global pandemic hit, Stand Together knew that they had to launch a campaign to activate their brand purpose and help the communities most affected by the COVID-19 crisis. In a matter of weeks, Stand Together launched the #GiveTogetherNow campaign to immediately raise money for individuals most impacted by the pandemic.
Instagram Live Strategy
To expand the awareness and reach of the #GiveTogetherNow campaign, Green Buzz-produced over 20 Instagram Live shows hosted by NFL linebacker, Dhani Jones. Each episode would feature a prominent guest who would delve into conversations with Dhani Jones that organically hit the major themes of the campaign to drive engagement and fundraising efforts. Thought leaders and celebrities featured on the series included Academy Award Winning Director, Jimmy Chin, Olympic Gold Medalist Shawn Johnson, and Shark Tank Investor Daymond John.
We worked with the client to nail down the run of show, interview questions, and other key areas of the production. During each live episode, our team provided remote direction and support in real-time behind the scenes. Our post-production team also added customized treatments, motion graphics, and footage enhancements to elevate the quality of the remotely shot footage.
The series was highly successful at reaching new audiences and engaging earned outlets at a time when the media landscape was crowded. The initiative helped raise over a hundred million dollars in direct cash assistance for almost $300,000 families in need, while doubling Stand Together’s Instagram following. Given the success of the series, Stand Together is working to make it a part of their overall brand strategy.