Triumph Over Trauma
Brand Repositioning & Small Dollar Campaign
THE HEADSTRONG PROJECT, a 501(c)(3) national-facing mental health nonprofit for active duty military and veterans, launched its TRIUMPH OVER TRAUMA campaign to appeal to increase brand awareness and engagement beyond its established audience.
The campaign, initially launched in April 2022 following the release of a new tagline, “Triumph Over Trauma,” would become part of a larger brand repositioning and donor outreach initiative designed to increase client intake, drive brand awareness, and incur small-dollar donations from current and prospective audiences.
With assistance from design agency REAKT, our team worked with Headstrong on the 5-month repositioning effort, rolling out a Facebook evergreen ad strategy, web redesign, and web messaging revamp to highlight the new messaging and tone for the campaign.
Project Launch
Client
Agency
Roles
True to the goal of the Triumph Over Trauma campaign, the combined team of Headstrong, REAKT and Mosaic worked together to refine current messaging and imagery on the Headstrong website that was more war and military-centric than the new repositioning efforts. This process involved an audit by our team of the entire Headstrong site to identify areas where new messaging — approved by the Headstrong team — and imagery would be swapped.
In addition, I played a direct role in re-adjusting content layouts on Headstrong’s site and informing fellow developers of functionality that would need to be changed to align with the brand repositioning. Additionally, I worked with Headstrong staff to inform on copy editing adjustments as needed prior to the content’s placement on the website.
In addition to the brand repositioning efforts, a 3-month evergreen ad campaign was launched using Facebook ads as part of a larger donor acquisition and retention plan that would define the organization’s 2023 marketing strategy.
Launched in July 2022 across the span of Q3 2022 (July, August, September), the Facebook campaign would consist of 4 themes — each crafted with a unique story and perspective to drive awareness to Headstrong’s mental health services and encourage audiences to donate in support of the nonprofit’s mission. Each month, two of the four themes would perform against each other, with A/B testing assessing the effectiveness of the campaign. In month 3, the top two performing campaigns would deploy — with the most successful messaging of the previous two months published across the Facebook platform.
The 3-month campaign yielded 1.2 million impressions, with over 294,000 post engagements across 650,369 unique individuals and nearly 6,000 link clicks to make small-dollar donations or visit the refreshed website. With the results, the Headstrong team could better assess and identify their target audience, lanes of messaging and degree of success when creating and implementing later Google and OTT campaigns with greater investment.
