Case Study: Diocese of Brooklyn
The Diocese of Brooklyn launched a campaign to educate Catholics in Brooklyn and Queens to raise awareness about the priesthood as a calling and to increase enrollment in seminary for priesthood.
We conducted an audit to determine the Diocese's past performance, the competitive landscape, and the broader social media conversation about vocations, priesthood, and Catholicism.
Using our findings, our team developed and executed a social media campaign to build and engage an owned audience of New York millennials, as well as influencers of this demographic, in order to increase awareness of vocations and drive traffic to campaign portals.
After researching related conversations and shared content, we found there was huge traction with the words "hero" and "heroism" and that articles focused on positive, human stories of individual heroic actions. Because of these findings, our team formulated an influencer program that would focus on "behind the scenes" videos, quotes, and images in the theme of everyday heroism.
Our efforts resulted in rapid growth of the Diocese's millennial audience on social media, including Instagram, a previously untapped platform for the Catholic Church. We created daily content to reach 425k+ audience members on the topic of vocations. Tested and targeted web click ads resulted in 3k+ click-throughs to campaign portals after just one month.
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