Win, the New York-based provider of shelter and housing for families, is receiving a boost to its holiday toy drive through a partnership between VidMob Gives, the tech platform’s nonprofit arm, and Real Simple.
In New York City, homeless
children account for more than one-third of the 60,000 people sleeping in shelters nightly, said Burr Purnell, director of social good at VidMob Gives. The campaign focuses on this vulnerable
population, in addition to women who are employed, but face obstacles in finding permanent housing.
More than half of the women highlighted in the video campaign come from this demographic.
The campaign marks the first collaboration between VidMob and Real Simple.
“At Real Simple, we seek to provide practical solutions for today’s busy woman, and we recognize the invaluable gift these toys will offer families who have limited resources,” said Heather Morgan Shott, senior director, digital content strategy. “This partnership amplifies the mission of Win and makes a real-world difference to an often-overlooked community and a vital charity that is striving to make their lives better.”
The video campaign, which will run across Real Simple’s site and social-media channels, will effectively reach more than 14 million consumers. It is produced by VidMob.
Through VidMob’s platform, Agile Creative Studio, Win will gain access to “a new kind of first-party data: creative data,” Purnell told Publisher’s Daily. “Powered by proprietary machine-learning tools, the solution allows marketers to analyze visuals that comprise ads and ultimately know, with precision, the degree to which every visual element impacts campaign performance.”
The solution will allow Win to measure the efficacy of “creative details like objects, emotional sentiment, weather, colors, on-screen copy, call to action buttons, voiceover, text density, ad format and duration and even the direction of a model’s gaze.”
After gleaning those insights, Win can leverage VidMob’s network of experts to apply those insights to ad optimization, with the goal of maximizing returns for Win’s holiday toy drive.
The campaign is expected to launch today and will run through December 31.