Humanitarian Aid Gift Catalog
For three decades, we’ve executed visibility strategies for a high-profile global NGO and its holiday gift catalog, raising over $35 million each season. Last year’s celebrity-driven campaign featured earned media, sponsored content and influencer outreach, generating a record 2 billion-plus impressions.
The Challenge:
A leading humanitarian organization tasked WG to promote the importance of charitable giving through its holiday Gift Catalog. The earned media campaign focused on top-tier broadcast and local media to encourage viewers/readers to support children and families in developing communities through year-end donations.
Our Solution:
The WG team executed a high profile comprehensive public and media relations campaign aimed at elevating the nonprofit’s brand recognition during the holiday giving season. Utilizing assets such as an online digital holiday gift catalog, celebrity and volunteer spokespeople, and local/national events, the WG team enabled the nonprofit to successfully share its unique impact stories through newsworthy narratives.
The Impact:
The 2023 campaign delivered more than 2,100 total media placements, translating into a record 2.27 billion total potential monthly impressions from top-tier digital and print outlets, including CNN, People Magazine, Reader’s Digest, Marie Claire, and Forbes. Coverage highlighting the nonprofit’s celebrity inspired handcrafted, fair-trade gifts and other charitable giving ideas. Click here for highlights of the campaign.
