Annodyne, Inc. and Schultz & Williams Partner on a Viral eMarketing Campaign to Aid Women Suffering from Hunger

Blue Bell, Pennsylvania – July 2, 2010
This Spring, the Meals On Wheels Association of America (MOWAA) transformed Mother’s Day into a unique opportunity to lead the fight against female hunger in America.  MOWAA called upon Annodyne, Inc., a digital marketing agency, and Schultz & Williams, a non-profit consultancy, to deliver a viral philanthropic marketing campaign centered on Mother’s Day.

Annodyne and Schultz & Williams partnered to develop the concept, design, development and launch of the Mother’s Day “Meals for Moms” online awareness campaign.  The creative strategy was conceived to meet very specific and measurable objectives: generate donations, raise awareness and collect email addresses in order to communicate future organizational objectives and needs to an actively listening audience.

Annodyne ignited the campaign by developing a holiday-themed microsite, an interactive platform built to send messages of hope to all women, and more specifically, to hungry, homebound mothers during a holiday that is specifically meant to celebrate them.  The heart of the site was a viral Build-Your-Own Mother’s Day e-Bouquet.  The microsite allowed users to customize a virtual bouquet with the recipient’s favorite flowers, and send a personalized message to a mother, friend or homebound senior. This sharable element contained the MOWAA mission and created the perfect vehicle in which to spread awareness of the cause. Each e-Bouquet also presented an opportunity for the both the sender and recipient(s) to make a donation to the cause.

By Mother’s Day, a total of 1,607 e-cards were created, 372 of which were delivered with a message of appreciation to anonymous homebound seniors.  Annodyne also helped MOWAA to increase its email database by over 200%, drawing in countless new donors and increasing the constituent pool for future outreach campaigns.  Harnessing Blog Ads, Google Search and Content Networks, and Facebook to promote the message of hunger through online banner ads and viral sharing, the campaign quickly and cost-effectively delivered a motivating message towards the desired action. 

About Annodyne:
Annodyne, Inc. is a professional services agency focused on modernizing brands and businesses. They provide a full suite of integrated marketing solutions, to bridge the gap between traditional and digital media. Annodyne has partnered with a host of diverse clients, offering Internet business strategy, creative service, and technical execution. Their vision is centered on The New Marketing Economy™, which promotes an Internet-centered marketing model. Annodyne is based in Blue Bell, PA, right outside of Philadelphia.

Learn more about Annodyne at www.annodyne.com.

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