Role: Creative Director / Video Director
In 2017, my work with Purdue on their annual Day of Giving set a world record raising $27 million in 24 hours from 15,181 gifts (…which broke the record my team set the year before, which broke the previous record set by our work for Columbia University Giving Day).
For 2018, Purdue wanted to break their own record. A good problem to have, but how do you improve on that kind of success?
The solution: A comprehensive 360-degree campaign called “Make Your Mark” engineered to boost participation using game-theory strategy. We used a robust digital campaign, and attention-grabbing on-campus events, from comedy shows to a live social media mosaic wall.
A three-phase responsive website housed all content and tracked donation and leaderbaord results in real-time.
Purdue Day of Giving 2018 - Teaser
VIDEOS: BUILT TO SHARE
The campaign kicked off with a quick teaser video to grab audience attention and let them know something big was coming. Two weeks out, we shifted into high gear with a tongue-in-cheek motivational video asking the Purdue community to give back for the 5th year in a row.