Introduction
United to End Homelessness works toward ending the growing homelessness crisis in Orange County through supportive housing, comprehensive services and more.
Through strategic long-term planning, content creation, and graphic and video design, we help carry out U2EH’s digital media strategic plans and visions, offering capacity building to their extensive team.
In an effort to continue drumming up support for its mission, the organization tapped Mixte to help with a full communications campaign during Hunger & Homelessness Awareness Week. Our work together resulted in thousands of impressions, over a hundred shares, and dozens of high-quality comments and other forms of engagement, launching their advocacy forward.
Our Objectives
We aimed to generate engagement and conversation surrounding Hunger and Homelessness Awareness Week, expanding U2EH’s brand visibility throughout the year.
Calls to action included but were not limited to:
- Attend and get involved during Hunger and Homelessness Awareness Week #HHAW
- Change the conversation around homelessness by staying informed
- Uplift local services and organizations working to #EndHomelessnessOC
The Outcome
- During HHAW alone, audience engagement rose organically across all platforms by nearly 150%, driven by positive spikes in comments, shares, clicks, and reactions.
- Content that drove engagement consisted of #HHWeekOC infographics, news coverage, event recaps, and posts thanking partners and sponsors for participating in the campaign. Almost half, 49%, of inbound comments and tags were high-quality and on-topic, mainly from partner tags and authentic comments.
- Organic impressions also increased by nearly 240% across every platform, most notably on Facebook and Instagram.
- This rise in visibility was influenced by #HHWeekOC assets, as well as by partners tagging U2EH in their #HHWeekOC calls-to-action.
Our work to elevate U2EH’s brand and raise awareness to end homelessness is ongoing!
Based on publicly available data research, we have since developed Audience Personas, fictionalized representations of U2EH’s targeted audiences. This data allows us to step into this community’s shoes and how U2EH can connect them to taking action, as well as apply strategic plans throughout the year. We also deliver monthly reports to ensure approaches are being folded into the work and we are constantly learning from the data itself.
We create social media content that covers local news and partner initiatives, shares data in engaging ways, and encourages audiences to commit to attending local advocacy events alongside staff and volunteers.
- Our content organically reached over 300,000 people in Year 1, with 35K taking action and getting involved to #EndHomelessnessOC.
- We helped U2EH organically increase their followers across channels by about 35% in Y1, building strategic partnerships with organizations also tackling housing and homelessness, local government agencies and institutions, and community members online.
