Live L.A., Give L.A. 2017
The 2017 holiday season and the Live LA Give LA campaign represented a substantial shift in our strategy. We voluntarily decided to CUT our budget by about $1.25M and instead refocus our efforts in the direct response TV space. 3 spots were produced to highlight the stories of Brave Ben, Fierce Pierce, Courageous Kennedy and an emotional piece featuring a special moment in the NICCU with one of our music therapists and a preemie in an incubator. Direct response tactics offer a much more direct ask in the voice over and graphically up on the screen throughout the piece. A small print campaign as well as a digital campaign were also used to increase donations.
The result was that we made more money on a smaller spend! Overall we decreased our spend by 45% and increased our donation total by 23% to $2.7M.