Bob Woodruff Foundation
Standing up for heroes.
The Bob Woodruff Foundation (BWF) was founded in 2006 by award-winning journalist Bob Woodruff and his wife Lee after Bob’s harrowing experience in Iraq, where he sustained a life-threatening brain injury while on assignment. Bob’s life was saved thanks to the quick actions of brave soldiers, medics, and military medical professionals. Through his recovery journey, the Woodruff family was inspired to create a foundation as a beacon of support to the nation’s impacted veterans, service members, and their families, to ensure they receive the support and resources they deserve.
In 2021, Brand Knew was approached by the Bob Woodruff Foundation to collaborate in furthering its mission through impactful digital marketing initiatives. The foundation knew of Brand Knew through its award-winning work in developing Got Your 6, a charitable brand BWF had recently acquired.
Stand Apart. Stand Strong.
At the inception of the partnership, Brand Knew spearheaded integral foundational deliverables to help the BWF team solidify the independent identities of the BWF and GY6 brands. The aim was to explore ways to maximize reach and exposure of the Bob Woodruff Foundation.
As a result, we saw a surge in follower growth across all BWF channels, and most impressively, LinkedIn increasing by 103% in less than a year.
Brand Knew also created a verified GIPHY channel featuring BWF and Stand Up for Heroes branded GIFs to raise the profile of the foundation and its tentpole event across social channels. The GIFs garnered over 1.7 million views collectively in just six months.
The Perfect Promotion Potion.
Dedicated to honoring impacted veterans, Stand Up for Heroes (SUFH) is a highly renowned night of hope, healing, and laughter, featuring performances from musicians, comedians, and other entertainers. With the mission of encouraging as many people to get involved as possible, Brand Knew created a contest to honor and celebrate military heroes. In just ten days, the Bob Woodruff Foundation received nearly a thousand nominations with paid and organic promotions across Facebook, LinkedIn, Twitter, and Instagram.
Brand Knew’s experience in creatively throttling digital campaigns around events led to paid media efforts across Facebook, Instagram, and Twitter reaching over a quarter million users in just ten days. Brand Knew’s targeted strategy also helped gain nearly a thousand new email list subscribers in a short period, increasing the retargeting audience pool for BWF to leverage by over 200%.
Ad Alchemy.
During the course of our partnership, Brand Knew strategically implemented a Facebook pixel on the BWF website to ensure each ad campaign was a precision strike for efficiency and effectiveness.
The targeted ad strategy for the SUFH Contest garnered 806 entries with Brand Knew’s ads claiming an impressive 92% share of all leads. The Combined Federal Campaign was another shining success story with Brand Knew driving 93% of visitors to the CFC landing page.
Beyond social platforms, Brand Knew orchestrated a Google Grant campaign. In the first three months of activity, the campaign saw traffic surge to the BWF website with an extraordinary 9000% increase in traffic as compared to the year prior.
Ad Alchemy.
During the course of our partnership, Brand Knew strategically implemented a Facebook pixel on the BWF website to ensure each ad campaign was a precision strike for efficiency and effectiveness.
The targeted ad strategy for the SUFH Contest garnered 806 entries with Brand Knew’s ads claiming an impressive 92% share of all leads. The Combined Federal Campaign was another shining success story with Brand Knew driving 93% of visitors to the CFC landing page.
Beyond social platforms, Brand Knew orchestrated a Google Grant campaign. In the first three months of activity, the campaign saw traffic surge to the BWF website with an extraordinary 9000% increase in traffic as compared to the year prior.
Serving Those Who Served.
Brand Knew also felt it was imperative to perform a website and SEO audit. The meticulous review identified several critical areas for enhancement including addressing broken URLs, correcting HTTP issues, enhancing speed and optimizing imagery. In close collaboration with the web team, Brand Knew spearheaded these important improvements.
The outcomes from implementing the recommendations were palpable. There was a notable 7.5% increase in the overall number of keywords ranked. What’s more, the value of these keywords increased by an astonishing 842% due to improvement in page rankings.
A Continued Legacy.
Transcending the SUFH contest, the collected narratives proved a lasting presence across social channels. The contest served as a platform for fostering conversations about the lives of veterans during their time in and beyond their military service. Their lives and legacies transcended their personal journeys and often touched the lives of others. The military was a key part of their journey, but they are not defined by military status, nor tethered to their tours.
Brand Knew capitalized on this rich content by crafting compelling quote cards and video testimonials that resonated across channels, particularly on occasions like Veterans Day and other key military dates. Noteworthy achievements included generating 80.3K impressions across BWF & GY6 posts for the 9/11 tribute campaign and 34K impressions across BWF & GY6 posts on Veterans Day.
A Continued Legacy.
Transcending the SUFH contest, the collected narratives proved a lasting presence across social channels. The contest served as a platform for fostering conversations about the lives of veterans during their time in and beyond their military service. Their lives and legacies transcended their personal journeys and often touched the lives of others. The military was a key part of their journey, but they are not defined by military status, nor tethered to their tours.
Brand Knew capitalized on this rich content by crafting compelling quote cards and video testimonials that resonated across channels, particularly on occasions like Veterans Day and other key military dates. Noteworthy achievements included generating 80.3K impressions across BWF & GY6 posts for the 9/11 tribute campaign and 34K impressions across BWF & GY6 posts on Veterans Day.
Generational Impact.
It’s a pleasure to play a role in serving those who selflessly serve our country. The core pieces developed in this partnership provide a strong foundation for continued growth and impact. BWF’s work is incredibly important for both service people and their families.
