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Throughout the year, the impact that The Salvation Army Community Services (Calgary) has on Calgarians in need is immeasurable. Collectively amonst 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.
Since 2021 Pedestrian was initally brought on to help support the marketing efforts of the Holiday Kettel Campaign as they emerged from COVID. Ever since we have worked closely with the Salvation Army team to execute a full year-round content strategy to coninue creating momuntum for their holiday camapgin while communicating news, updates and the impact of their individaul campuses and programs to their donors, supporters and the greater community of Calgary.
Kettle Campaign Raised
Increase in followers
Increase in engagement
Increase in reach
Services
Strategy
Content Creation
Social Media Management
Digital Advertising
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 and KPIs. Throughout the year it’s our goal toincrease brand awareness and reach across all digital platforms while humanizing the Salvation Army brand and showcasing the important work they do in the community and how they do it
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 — which opened in 2022. Ever since we have continued to work with the Salvation Army Community Services Team to continue communicating their mission and impact through their social media channels while continuing to update their strategy as needed.
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“We have been working with Pedestrian for over four years, and they have been absolutely great to work with. They have definitely helped us create a positive online presence that we didn't have before working with them!” — Cliff Wiebe, Executive Director of Salvation Army Community Services (Calgary)
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