Case study: Project Playhouse Pet Edition Social Media Campaign

Since 2007, Faiss Foley Warren PR & Government Affairs has been working with client Pardee Homes on a fundraising campaign called “Project Playhouse,” benefiting HomeAid Southern Nevada, which builds and renovates homes for the homeless. Traditionally a child’s playhouse is constructed by Pardee volunteers and auctioned off for the charity. In 2011, there was a twist as nine pet homes, three created by Pardee and the rest by partner companies, were constructed and featured at Town Square during a month-long event ending in a raffle and auction. Social media and video content played a large role in spreading the word and FFW created much of the content for this successful campaign.

For the first time in Project Playhouse history, a social media video series was created guiding followers on Pardee Homes and FFW’s channels through the entire process of Project Playhouse – from the strategy meetings, to construction updates, to opening day of the event, and to the delivery of the homes to the winners. FFW shot and edited 12 videos for Pardee, as well as provided photos from certain stages of the process. FFW also consistently posted content on Facebook and Twitter along with Pardee under the Twitter hash tag #projectpet, and produced several blog posts.

With all social media efforts combined, the videos received a combined 1,515 hits on YouTube and Pardee Homes Las Vegas’ Facebook page saw an increase of 901 fans from 146 to 1047. A total of $26,000 was donated to HomeAid Southern Nevada.

The campaign earned FFW the 2011 “Best Online/Social Media Campaign” award from the Las Vegas Business Press’ list of “Best Advertising Agencies and PR Firms.”

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