THE CATHERINE BUTTERFLY
Client: Catherine Violet Hubbard Animal Sanctuary
Industry: Animal Wellness Non-Profit
Project Type: Social, Awareness Campaign
My Role: Concept, Copywriter, Social Strategy Activation & Planning, Case Study Script & Production
Results: 176MM national impressions without paid media, 596% increase in social media impressions for CVH (838,090 impressions on FB & Insta alone), 50% engagement rate (avg. 6%) on FB for #CatherineButterfly announcement post, 2,143% increase in accounts reached on Instagram
*VIDEO DISCLAIMER: Content discuses school violence
The Challenge
The Catherine Violet Hubbard Animal Sanctuary’s reach didn’t extend beyond Newtown, CT. With dreams of calling a physical building home, they needed more awareness of the sanctuary & it’s offerings to raise capital.
The Insight
People want to get involved in good causes, they just don’t know how to be impactful — especially when they’re not local to an organization.
The Idea
Rename the beloved Monarch Butterfly on a national level to honor a Sandy Hook victim’s 18th birthday — ultimately widening awareness of the sanctuary.
The Team:
EVP: Sandy Stein, CW: Katie Shanahan AD: Gina Lincoln, Account: Denise Kreibich, Afiya Thomas, Production: Phil Schildgen
Key Visual
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We had a team monitoring social media platforms for mentions of 'Monarch Butterfly' and informed users of the CVH mission and name correction in real time.
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Organic Social
Organic Story Pt. 1
Organic Story Pt. 2
Social Engagement
We got scrappy:
With our client needing every dollar made to achieve this dream, our team had to flex and acquire skills to ensure success. Below are some of the other roles we took on:
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Activation Calendar
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Email Templates
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Demographic Assessment
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Press Releases
The Butterfly Party:
In addition to our campaign, the sanctuary held it's annual Butterfly Party, a crucial fundraiser for the organization. At the event, we promoted the name change and encouraged visitors help spread the word on their own social channels, along with an official proclamation on behalf of Connecticut Senator Richard Blumenthal.