Cause Opps: Big Brothers Big Sisters launches campaign, taps new agency exec (Score 61)

Sales Lead: Youth mentorship organization Big Brothers Big Sisters (BBBS) recently launched a new campaign.

• Made by Dentsu Creative, "It Takes Little to Be Big" highlights the present moment's great need for mentorship and the importance it has to helping kids succeed.
  • A new PSA, advertising push, and digital content were developed that star real Bigs and Littles from the LA area.
  • The campaign rolled out across TV, OLV, digital, and social channels.
  • The social media effort, a digital storytelling initiative called "A Million Little Moments."
    • This effort invites viewers to share pivotal mentorship moments experiences of all kinds with the campaign hashtag #BeBIG.
  • It also involved an original song and campaign anthem, "Never Let You Down," by creative, singer, songwriter, philanthropist, and BBS supporter Aloe Blacc.
    • Fans can download Blacc's song on all streaming platforms, and a portion of all proceeds support BBBS.
• BBBS has also started bolstering experiential efforts with support into prominent pop culture events, experiences, and across social media, music, fashion, entertainment, and sports platforms.
• BBBS currently has 30k kids on its waitlist and plans to meet its critical demand by engaging and galvanize 1m volunteers ("Bigs"), alumni, supporters, influencers, and strategic partners.
• The organization will likely:
  • Pursue new influencer opportunities, strategic partnerships, and experiential activations
  • Continue increasing spend
  • Seek new agency partner
• Target demographic: 
  • A wide target demographic ranging from Gen-Z through Gen-X

Recent leadership shifts:

• Alison Avera joined BBBS in July 2023 as its chief agency growth officer.
  • ​​​​​​​​​​​​​​Avera was previously the chief strategy and operations officer at Teach Plus.
• BBBS hired advertising and media campaigns director Lauren Forbes Couch in April 2023.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, BBBS has allocated roughly $51.4k toward national TV commercials, a huge increase from the roughly $2.3k allocated within the same 2022 timeframe.
  • Last year: The organization allocated around $26.9k toward this channel in 2022 after allocating less than half of this, around $11.3k, in 2021.
  • 2023 ad programming: BBB's 2023 commercials have targeted Gen-X watching shows such as Life 2.0, Xporation Outer Space, Xploration Awesome Planet, Second Chance Pets, and World Poker Tour.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The organization has spent approximately $408.6k toward digital ads YTD, already 24% more than the approximately $328.2k spent by this point last year.
  • YTD data: Since the beginning of 2023, BBBS has earned about 172.6m digital impressions via mobile display (57%), desktop display (42%), and YouTube (1%) ads.
    • ​​​​​​​Top site destinations for this year's ads include sugarpunrun.com (15%), comicbookmovie.com, buddytv.com, politicalwire.com, and houseofyumm.com.
  • Last year: The organization's estimated full-year 2022 spend skyrocketed to $328.2k from that of $51.1k in 2021.
• Additional channel insights  
  • BBBS utilizes OOH, digital, local broadcast, print (newspapers), and radio ads.

Additional agency insights:

• Opportunity: Reach out soon to BBBS's new chief agency growth officer to see if any agency reviews follow her hire.
• Current agency roster:
  • ​​​​​​​​​​​​​​Dentsu Creative: Creative agency (at least for this campaign project)
  • Orci: Multicultural AOR​​​​​​​
  • Porter Novelli: PR agency partner

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.